copa
MUNDIAL
FIFA | 2018
brand identity, art direction, advertising, key-art
Telemundo tapped our team to craft the look and feel of the 2018 FIFA World Cup Spanish-language broadcast. The campaign centered on developing a bold, cohesive identity across print and digital platforms to energize fans and drive excitement for the tournament.
We built a vibrant visual system infused with a vintage aesthetic, layering photography with distressed textures, edge treatments, and screen-print effects to create depth and movement. At the heart of the identity, the players take center stage—celebrated as the heroes of the game and the driving force behind the campaign’s dynamic spirit.
Campaign
Using the most admired soccer player was crucial to establishing a strong brand identity. Nearly 37 million viewers watched the 2018 FIFA World Cup on Telemundo, setting network records every day for seven consecutive days.
Like many brand identities created for NBC Sports & Telemundo, the consumer had numerous options to watch a match or recap.
Our visual identity needed to be flexible enough to adapt across different media.
Engagement
The brand identity was present across several digital platforms to boost engagement and awareness among viewers. Our successful campaign helped Telemundo achieve some of the highest ratings and viewership ever.
