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Adidas | World Cup 2022
Role
Storyboard Artist, Concepting
Client
Adidas
Agency
TBWA/NEBOKO + Seamount
Family Reunion
For FIFA's World Cup 2022, Adidas embraced the love of the game with the ultimate family reunion—featuring Lionel Messi, Karim Benzema, Achraf Hakimi, Son Heung-Min, Jude Bellingham, Pedro ‘Pedri’ González López, Serge Gnabry and Stormzy. "Family Reunion" combined football culture, World Cup nostalgia, unmistakeable player personalities, and layers of easter eggs for an endlessly re-watchable film.
Superfans spotted familly photos, fridge magnets, wall hangings, cereal boxes, postcards, and more tucked into each frame. The concept shifted over the stages of planning as the original timeline shrunk with alarming speed—but when football is everything, Impossible is Nothing.
Rick & Morty | Al Hilm Match Ball Launch
Adidas partnered with Rick & Morty to unveil Al Hilm "The Dream"—the Official Match Ball for the FIFA World Cup Qatar 2022 Semi-Finals and Final—via broadcast on Adult Swim. Fans even had a chance to win the game ball by uncovering hidden messages in the Adidas app.
Some of the original brainstorming had Serge Gnabry being bonked by the match ball while napping on a Rick & Morty pillow—but the final direction of the launch stayed within the Rick & Morty universe (which happens to be a dimension populated by aliens, portals, and zero professional German footballers.)
Impact
• It was the most-watched World Cup spot of all time.
• Family Reunion reached 4 million views in less than 2 days.
