The World Cup is the biggest sports event in the world because football itself is the most popular sport in the world. To engage with the World Cup 2022 audience, we were tasked with creating campaigns to highlight the games using Twitter's brand, without incorporating any FIFA World Cup 2022 branding.

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To capture the energy and gritty nature of soccer, I combined texture with vibrant kinetic images. As we were not official partners with the event, I utilized Twitter's "What's Happening" tagline for social posts and digital signage to draw attention to our news and sports verticals. In order to keep the campaign responsive to the tournament outcomes, I designed the campaign so it could mirror the national flags of the participating countries.