FIFA | FOX WORLD CUP
Fox | Fifa WORLD CUP
To celebrate one year out from the FIFA World Cup 2026, FOX and FIFA launched a coast-to-coast activation in Los Angeles, New York, and Miami—each city with its own custom-branded ice cream truck and full fan activation. From pro soccer tricksters and interactive games to foosball tournaments and immersive branded environments, every detail was designed to engage fans and bring the World Cup energy to the streets. The campaign generated major buzz, even landing coverage on FOX 11 Los Angeles, building excitement for 2026 while delighting both local communities and internal teams.
My Contribution
My role spanned concept through production, ensuring that every asset—from large-scale environments to digital content—delivered a cohesive and impactful brand experience.
Designed the hero truck wrap, the central visual element of all three activations.
Created comprehensive suites of print and digital collateral to support each city’s event.
Interpreted and applied FIFA’s newly released World Cup 26 brand guidelines to diverse formats.
Directed and mentored two junior designers, overseeing their work across multiple deliverables.
Partnered with FOX’s internal events team, project managers, and senior FIFA stakeholders to align creative with both organizational and brand goals.
The result was a striking, unified presence that energized fans across three major U.S. markets while reinforcing FIFA’s evolving global identity.
Scope & Impact
Our three-city activation in Los Angeles, New York, and Miami wasn't just an event—it made headlines. Featured on FOX 11 Los Angeles, the "Summer of Soccer" ice cream truck tour brought FIFA's World Cup 26 brand to the streets, creating buzz that resonated locally and nationally. The campaign energized fans, delighted communities, and amplified anticipation for the 2026 World Cup.
Watch the FOX 11 coverage here.
big brands,
big energy
Designing the FIFA ice cream truck was all about balance—pleasing two established brands, FOX and FIFA, while creating an experience that felt alive and playful. We studied the World Cup 26 style guide closely, highlighting the elements that would pop on a mobile activation and considering both the “shelf appeal” of the truck and what it would feel like to stand right in front of it. Every piece of event collateral reinforced the idea of motion and anticipation—like the truck rolling up, bringing FIFA energy with it.
World Cup,
On Wheels
The activation spanned three major cities and was featured on FOX 11 News, giving the campaign significant media visibility and generating excitement for the upcoming FIFA World Cup while highlighting FOX as the official U.S. broadcaster. As lead designer of the event collateral, including the branded ice cream truck, I worked closely with our internal FOX events team, vendors, and two key stakeholders, following the established style guide to ensure the creative was on-brand, cohesive, and visually striking. Being part of a high-profile project with globally recognized brands—and seeing my work featured on the news—was a rewarding opportunity to showcase both creative leadership and strategic design execution.
Teamwork Meets Design
I led the design strategy for the activation, carefully translating the FIFA style guide into every asset to ensure each piece was visually impactful, distinct, and never repetitive. I managed the print production process with vendors, overseeing everything from truck wraps to signage to guarantee flawless execution. At the same time, I established the style guide as a shared visual language for the design team, ensuring we collaborated efficiently and delivered a cohesive, high-energy experience across all touchpoints.
Our Los Angeles activation for employees brought the campaign to life with a foosball tournament, a professional soccer player, and other engaging lawn games. Walking through the space, you could see everyone interacting with and enjoying every part of the experience—making it a clear success. The images in the carousel below highlight some of these key moments.
