A social-first World Cup campaign that turned fans everywhere into one borderless stadium.
↓The challenge
The 2022 World Cup arrived under intense scrutiny, while distance and cost kept millions of fans at home. With an organic, social-led program and no paid-media safety net, our work had to earn attention by giving people a genuine role in the story. As creative lead for Kia Worldwide’s global social team, I shaped a campaign designed to connect supporters across borders through the emotion they already shared.
The idea
Even apart, we can cheer together.
Turn every screen into a place where the world could cheer as one.
Campaign films · 03
01 / 03▶Play film
Rafael Nadal, international creators, and supporters around the world launched one invitation: show your team how you cheer.
Global campaign film
02 / 03▶Play film
Weekly edits amplified the joy, nerves, and national pride captured by supporters across the tournament.
Social content series
03 / 03▶Play film
A final celebration brought the best supporter moments together—and showed how far one invitation traveled.
Tournament wrap film
Built for participation
The system
Fans submitted messages, celebrations, and team pride through social. We vetted and remixed that material into weekly films, responded directly to the community, and carried selected fan voices all the way onto the stadium’s big screens.
The impact
The work became one of Kia’s highest-engagement social programs of 2022, building visibility through participation rather than interruption.
Creative leadership
I led the Kia Worldwide global social creative team at Razorfish, shaping the platform, campaign films, creator participation, fan-content system, and week-to-week creative response across the tournament.
Credits
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