Larger Than Life - Crafting A National World Cup Campaign

Art Direction / Agency Management / Marketing Strategy

Americans don’t fully grasp the larger than life, transcendent figures of footballers globally. For the 2018 World Cup, I led an integrated content and marketing campaign to shine a light on the sport and athletes who would be taking center stage on the world’s biggest stage. The #LARGERTHANLIFE campaign positioned Bleacher Report’s budding sub-brand, BRFootball, as the one-stop-shop for all things football, with the goal of building brand awareness and new social followers the @BRFootball Instagram account. I led a cross-disciplinary team across editorial, design, social and video to build the campaign, which elevated the stories of three world-renowned footballers (Mo Salah, Neymar and Paul Pogba) in a series of digital and physical ways. We scouted three locations in the US for massive murals in the lead up to the World Cup, and partnered with BMike, a renowned muralist, to capture each footballer’s transcendent impact through editorial and video. In doing so, B/R Football delivered a distinct message to Americans, and a global football audience — that football is the nucleus of world culture.