Women’s World Cup – Drive Tune-in for Fox Sports

I don’t say ‘dream project’ lightly.
☝️This one is probably about as close as it gets.

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I’m a life-long fan of women’s soccer, particularly of the USWNT, and I still remember how excited I was when I got this brief.

For weeks I got to to spend my work hours sharing insights about my favorite players, getting our creatives hyped for the upcoming tournament, and crafting the story of this 2019 US team. This kind of project is exactly why I got into advertising.

The context:
Fox Sports needed a major push to get casual sports fans as excited about the Women’s World Cup as the diehard USWNT fans already were. We needed a platform that helped people understand the team’s storyline and make them believe that each game was actually worth watching, even if they thought it was going to be a blowout.

We set out to make a campaign that put the world on notice:

The truth:
The greatest team in the history of the sport is ready to dominate the 2019 World Cup.

The POV:
All eyes on US.

This creative platform was flexible enough to adapt to any matchup, any player, any fan, or any moment through the tournament, helping fans stay invested in the story of the tournament.

In the end, this team did go on to win the back-to-back world title, and viewers tuned-in in record numbers. The USWNT was on top, and proved beyond doubt that they are the best team to ever do it.

Here’s a few more assets that rounded out the creative: