The Challenge:

To launch the AI League's collaboration with the FIFA World Cup Qatar 2022 with a high-energy promotional trailer that would not only inform but also excite and drive audience sign-ups for the program. The challenge was to capture the dynamic and raw spirit of street football – a core theme for the project – using AI League characters and an urban setting, while clearly communicating the various ways users could engage, from predicting matches to participating in a new metaverse game. The animation needed to stand out in a crowded digital landscape, appeal to both traditional football fans and the gaming/Web3 audience, and align with official FIFA branding while establishing the unique identity of the AI League.

3D Animation & Render: James Li & Anastasiia Diachuk | Creative Director: Asher Pilbrow | Creative Copywriter: Joel Francis