For my internship at We Are Social as a Creative Intern, our intern project was to create a social-first pitch to Visa in collaboration with the FIFA World Cup 2026. #FANSQUAD is a real campaign in the works, but we as the interns were given an opportunity to develop our own concept and present it to Visa's Global Creative Director.
I took on the creative and art direction-- defining the campaign's visual look and feel, building the moodboard, and designing each slide of the pitch deck. Our strategy, #ShowYourRitual, invites creators and fans to share their pregame rituals. Each fan has their own unique story, and each deserves to be the fan they want to be. By observing overlooked audiences, we identified three key groups to highlight and target: culture cravers, Third Culture Kids (TCKs), and soccer moms.
Process & Research:
The starting point for #ShowYourRitual was the realization that the most unifying parts of sports culture often happen before the game even starts. Whether that be choosing which jersey to wear, putting on face paint, grocery shopping for the family barbecue-- we wanted to spotlight personal traditions that connect fans to the sport. Small, intimate moments are often overlooked by large-scale campaigns, and the main target is often those that religiously watch and participate in sports. Our audience deep dive revealed untapped communities whose rituals also deserve to be in the spotlight.
The starting point for #ShowYourRitual was the realization that the most unifying parts of sports culture often happen before the game even starts. Whether that be choosing which jersey to wear, putting on face paint, grocery shopping for the family barbecue-- we wanted to spotlight personal traditions that connect fans to the sport. Small, intimate moments are often overlooked by large-scale campaigns, and the main target is often those that religiously watch and participate in sports. Our audience deep dive revealed untapped communities whose rituals also deserve to be in the spotlight.
From there, I crafted a visual system and storytelling approach that balanced authenticity with Visa's global brand polish while also creating exciting visuals, ensuring the campaign felt both personal and world-stage ready.
Company: We Are Social, Visa x FIFA World Cup 2026
Role: Creative Intern
Skills: Art Direction, Campaign Strategy, Deck Design
Deliverables: Visual Identity, Brand Systems, Narrative-driven Deck Design
Role: Creative Intern
Skills: Art Direction, Campaign Strategy, Deck Design
Deliverables: Visual Identity, Brand Systems, Narrative-driven Deck Design
ALL PHOTOGRAPHIC AND MOTION MATERIALS BELONG TO THEIR OWNERS.
