Qatar 2022 – Nike campaign

University project – 5 weeks, individual project – 2022

Brief: Create a campaign led by kinetic typography that helps build hype and excitement surrounding the Fifa World Cup in Qatar.

The aim of this project is to create a campaign that looks and feels like something that is relevant and fits Nike’s identity and the current style of marketing, while still being unique and standing out.

The campaign should inspire those who don’t watch a lot of football to tune in for the world cup. It should also include relevant footage that resonates with fans. To achieve this, the campaign will be fast-paced, energetic and inspiring. I chose to use a voice-over paired with energetic music as the base for the piece with typefaces to match Nike’s energy and motion identity. I accompanied this with footage from previous world cups to captivate the viewers. The campaign has a gritty, handmade look with collage elements that fit the style of today’s sports marketing.

The ad campaign should also reflect Nike’s marketing strategies. Nike tends to focus on events and their sponsored athletes in their marketing. Their brand grows with the stories they create. Therefore, I made conscious decisions to build my campaign around the athletes and stories that represent Nike, i.e. Mbappe scoring a decisive goal in the world cup final wearing a Nike kit and Nike boots.