The Challenge
As a marquee host city for the 2026 FIFA World Cup, Los Angeles required a definitive visual identity capable of bridging the monumental scale of a global sports spectacle with the authentic, localized energy of the region. The primary objective was to interpret FIFA’s overarching global "Kit of Parts" and translate it into a highly considered, culturally resonant brand architecture for the Los Angeles Host Committee. This foundational framework needed to dictate everything from internal executive communications to massive public-facing marketing campaigns, ensuring that the city's unique sports heritage and diverse communities were authentically represented on the world stage without diluting the parent brand.

The Solution
Operating at the intersection of premium motion media and large-scale environmental design, the creative execution spanned digital, physical, and in-stadium touchpoints. We directed the spatial branding and architectural wraps for 10 official Fan Zones across LA County, which included a complete physical and digital takeover of historic Union Station. Simultaneously, we wrote, directed, and edited a suite of city-wide motion media—from digital billboards and launch spots driving regional momentum to high-impact, 360-degree video content produced specifically for SoFi Stadium’s massive Halo board. Every touchpoint was designed to elevate the in-person fan experience through sustained observation and immersive, spatial storytelling.

The Impact
The resulting brand system successfully transformed complex, multi-stakeholder requirements into an accessible, multilingual, and community-driven civic experience. To date, the official LA County Fan Zones have attracted over 400,000 guests, proving that highly considered environmental graphics can drive unprecedented public engagement. By seamlessly blending world-class aesthetic standards with genuine community hospitality, this campaign not only established a cohesive, premium visual record for the tournament, but it also built a resilient creative foundation for the city as it prepares to host Super Bowl LXI in 2027.