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.
Campaign Hype Video
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 Process







Page Skins - Paid Ads

3D Transformations

Social Media Designs:
I drove engagement and brand visibility on social media for FIFA+ Collect. I modelled digital products, ensuring FIFA's quality standards. My art direction for campaigns boosted interest, increasing user engagement and solidifying FIFA+ Collect as a premier destination for digital football memorabilia. I decided to base the designs on the concept of being the HBO of collectibles maintaining a premium yet fun feel.
