With the 2026 FIFA World Cup on the horizon, Adidas and FIFA aimed to ignite soccer fandom among casual U.S. sports fans. To bridge the gap between cultures, we identified a voice that resonated across both basketball and global football—James Harden. His deep, authentic connection to soccer, massive social influence, and unmistakable presence made him the ideal storyteller for this campaign.
The content struck a chord, driving excitement for upcoming FIFA events in 2025 and 2026. The campaign significantly outperformed benchmarks, with the core piece exceeding expectations on both James Harden’s and Adidas Basketball’s IG channels, generating a 5x increase in engagement and an influx of positive sentiment.
Role: Led the project from concept to completion—developing the creative vision, crafting the treatment and script, directing on set, and overseeing post-production.
