Tango League & World Cup

Ice on the streets. Fire in the cage. No Tango, no party.

The adidas Tango League is an international, global football tournament that can be won through a combination of football prowess and social clout. In a weekend of colossal finales, adidas brought a dramatic close to their Tango League tournament on the eve of the 2018 World Cup Final in Moscow. A fierce flow of fast-paced football took over a disused Moscow warehouse as adidas hosted the very best of the capital’s urban football scene.

To build hype for this, I was tasked to art direct the journey to the Tango League final. Naturally, the platform for this was social channels. I created storyboards to shape the creative, showcasing the key highlights from the individual Tango League tournament events. To keep the social feel to it, native platform tools were dotted into the execution. This was brought to life with motion design across Instagram, Facebook and Twitter. Culminating in an Instagram story along with social cut-downs.

World Cup 2018 Giphy sticker pack.

To make sure adidas was at the forefront of social conversation during the World Cup, they wanted to create an official sticker pack on the ever-popular Giphy platform. On a limited budget, using footage from previous campaigns only, the art direction had to be simple and delightful. The outcome was a series of gifs, using well-known adidas ambassadors, tailored for different in-game scenarios. This gave users shareable content, which they could bolt on to their social stories and posts.