CASE STUDY / 01
FIFA × NETFLIX GAMES
FIFA WORLD CUP 2026 / FIFA GAMING COUCH
Building a first-of-its-kind cultural platform at the intersection of football, gaming and entertainment.
CULTURAL STRATEGY / AUDIENCE STRATEGY / POSITIONING / MESSAGING / PROGRAMMING
02 / THE OPPORTUNITY
TURN THE WORLD CUP INTO SOMETHING PEOPLE COULD PLAY, WATCH AND PARTICIPATE IN.
For FIFA World Cup 2026, the opportunity was bigger than promoting a game. The ambition was to create a cultural platform that could bring football, gaming and entertainment together across physical experiences, creators and content.
THE CHALLENGE → MAKE FIFA GAMING FEEL LIKE PART OF WORLD CUP CULTURE, NOT A SIDE EXPERIENCE.
03 / THE STRATEGIC MOVE
BUILD A LIVING-ROOM PLATFORM FOR THE WORLD’S BIGGEST FOOTBALL MOMENT.
We helped create the FIFA Gaming Couch, a cultural platform designed to collapse the distance between playing, watching and participating in the World Cup.
My role focused on cultural positioning, audience strategy, messaging and programming, helping shape how the platform could live across experiences, talent, creators and content.
STRATEGY → PLATFORM → PROGRAMMING → CULTURAL PARTICIPATION
04 / THE EXPERIENCE
FROM A COUCH TO A CULTURAL ROADSHOW.
The platform extended beyond a single installation into a traveling experience built around gaming, watch-party behavior, creators, guests and live World Cup energy.
SANTA MONICA → LAS VEGAS → GRAND CANYON → DALLAS → MIAMI → NEW YORK
05 / IMPACT
A PLATFORM BUILT TO TRAVEL THROUGH CULTURE.
60M+
CAMPAIGN-WIDE VIEWS
70+
CREATORS ACROSS THE PLATFORM
39 DAYS
LIVE ACROSS THE WORLD CUP
6 STOPS
Nationwide Roadshow