TWITTER x WORLD CUP 2022: WHERE FOOTBALL LIVES. WHERE BRANDS SHOW UP.
(B2B Campaign)
When it comes to football (the global kind), Twitter is where it all happens: the pre-game speculation, the real-time reactions, the GIFs, the heartbreak, and the memes. For the 2022 FIFA World Cup, we built a global B2B campaign to help advertisers see the platform the way fans already do: as the pulse of the tournament.
Our goal was to give our sales teams around the world the tools, language, and visuals to help brands show up during the most-watched sporting event on the planet. We went through several rounds of messaging interations and finally anchored the campaign around one line:
Twitter is Where Football Lives.
Role: Creative Director
Client: Global Business Marketing
The Visual System
We rooted the look of the campaign in Twitter’s signature design language—raw, expressive, a little imperfect—but refined it for this global moment. We introduced a focused color palette and created a system of torn-paper textures and wheat-paste poster elements inspired by IRL match flyers. The visuals brought energy and grit while keeping things undeniably on-brand.
The design system extended across:
A hero sizzle video
Sales collateral and decks
On-platform ads and paid digital
Localized toolkits for global markets
We also built a detailed visual style guide for external vendors to scale the work across EMEA, LATAM, APAC, and beyond—ensuring the campaign remained consistent even as it flexed across regions and formats.
—CREDITS
Art Direction: Erick Montes
Video Editing & Sound: Troy Stains
Motion & Animation: John Flores