Situation:
FIFA launched FIFA+ Collect, a new digital collectibles platform offering officially licensed highlights from football history as limited-edition NFTs. The challenge was to introduce the platform to a global audience and drive excitement and adoption across multiple fan segments.
Task:
Create a full suite of visually distinctive campaign assets - including digital pack designs, organic and paid ads, and social media content - to visually define the brand, promote pack drops, and attract users into the ecosystem.
Action:
I led the design of key visual assets including collectible pack artwork, dynamic ad creative, and campaign graphics across channels. Each series featured its own gradient colour palette and thematic style (Genesis, Archives, Curator Collections), building visual equity for each drop. Designs were optimised for web, mobile, and social, blending bold typography, motion-inspired backdrops, and culturally relevant emoji cues to connect with a diverse, digital-native fanbase.
Result:
The campaign generated millions of impressions across organic and paid media, helping to position FIFA+ Collect as a credible new player in the Web3 sports space. Conversion rates met industry benchmarks, and the pack visuals became a central part of FIFA’s Web3 identity during launch. The initial available packs sold out immediately on launch.
"Feed Your Fandom" Campaign Hype Video
Gradient Development & Colour Scheme
Discord Emoji and Sticker Set
In-Situ Design
Organic Branding
This was created for FIFA headquarters to promote and drive awareness of the FIFA Plus Collect Project.
'Packs' Contain the Collected Footballing Moments.
These would be placed in social media post and more. These packs designs contain football moments from the World Cup.
Pack Design Processes
Web Banners
Page Skins - Paid Ads
Email and Newsletter Designs
3D Version made in Blender for motion campaigns
Social Media Designs:
FIFA+ Collect standout social content. By modelling digital products to FIFA’s quality standards and leading campaign art direction, I helped boost user interest and interaction. I built the visual language around the idea of FIFA+ Collect as the HBO of collectibles, creating a unique feel int he digital collectibles space.
