The What 

Come up with a creative direction and content capture strategy to tease the launch of the 2022 adidas official match ball for the World Cup.  

The How 

In anticipation of the 2022 World Cup, we created ‘Al Rihla’ for adidas, a four-part episodic narrated by ambassadors from LA and NYC that positioned soccer as a globally accessible game for all. Activations directed at kids in the key cities were critical to content capture for the episodes. 

The Moment 

Featuring rapper D Smoke, soccer player Giovanni Reyna, and trick shot icon Luc Menard, the episodes invited the next generation of players and fans to join the journey. The in-person activations provided a memorable experience that dove straight into the culture of the sport through a variety of activities, including jersey and ball customization, soccer skills & drills, and photoshoots.