Brief: Use FIFA's incredible archive of decades of legacy footage to create contemporary, multi-platform stories that engage a younger generation of football fans ahead of World Cup 2018.
Role: Creative lead from inception to completion, including art direction.
Deliverables: Over 125 pieces of content, including 23 hero YouTube documentaries, and platform optimised natives and originals across Facebook, Instagram, Instagram Stories and Twitter.
Note: This is an on-going project, so some of the content is in WIP form.
No one has the level of access and archive that FIFA have. But their reputation - amongst young fans in particular - is pretty toxic, and some of their platforms needed revitalising.
FIFA engaging us to tell the stories of World Cups past with our knowledge of audience, platforms and story-telling was an incredible opportunity. Everything we created was based on insights into audience appetite - the moments you've never heard of, re-imagining classic moments as if they'd happened today, telling the full story of a World Cup's cultural context in 90 seconds. The content varied wildly in execution but was all optimised for platforms and based on years of editorial insight.
We split the content into four phases, each of which was split down again into optimised natives that told the story in distinct ways across four platforms.