ADIDAS WORLD CUP 2022 CAMPAIGN
Creative Director / AR Experience Design / Motion Design Director / Script Writer
CONTENT FOR THE WORLD’S BIGGEST SCREEN
WEB AR
SOCIAL MEDIA
The centerpiece of Adidas' MENA World Cup campaign, this multi-platform activation celebrated football legends and connected fans worldwide, amplifying the excitement of the tournament through social media, augmented reality, iconic animations, and in-home experiences.
The adidas "Giants of the Game" campaign was a multi-faceted, MENA region celebration of football legends during the World Cup.
It spanned four distinct activations, each designed to ignite the passion and excitement of fans around the world.
1 - Social Videos:
Engaging social media videos told the stories of legendary players, showcasing their iconic moments and inspiring fans across the globe.
2 - Web AR Experiences:
25 interactive AR experiences were deployed at World Cup stadiums and other key locations, such as airports and the Mall of Dubai, allowing fans to immerse themselves in the world of their favorite players.
3 - Burj Khalifa Animation:
A breathtaking animation of the "Giants of the Game" graced the world's largest LED screen on the Burj Khalifa, the world's tallest building, creating a monumental visual spectacle. This activation simultaneously launched Adidas’ ‘Family Reunion’ on the Burj LED screen and our ‘Giants’ Campaign accompanied by a synched AR performance of Messi and Benzema.
4 - In-Home QR Code Activation:
A QR code embedded in the adidas World Cup TV commercial unlocked exclusive content and experiences for fans, bringing the campaign directly into their homes.
As Creative Director, I shaped the creative vision and strategy for all four activations, collaborating closely with the Adidas team and our agency partners to develop the campaign's concept, messaging, animation, physical execution and visual identity. I also oversaw the execution of the campaign across various channels, ensuring a cohesive and impactful experience for fans in the MENA region.
The campaign reached over 50 million people, achieving an average dwell time of 2 minutes and 39 seconds per view and a 35% share rate, showcasing the power of immersive storytelling and technology to captivate a global audience.