The brief

The FIFA Women's World Cup 2023 key objective was to invite enthusiasts from all walks of life to unite and experience the electrifying atmosphere. The tournament aimed to usher in a new era of Women's Football, inspiring participants to aim higher and achieve more, both in football and in life.

The solution

Appointed by FIFA to deliver on the Tournament experience and content elements, I led the creative ideation, oversight and delivery for sports presentation experiences, cultural ceremonies, and content. Collaborating with the FIFA Brand and Content team, I led a dedicated team of Graphic Designers, Motion Designers, Editors and Content Producers, interpreting and elevating the Beyond Greatness branding for stadium Big Screen and LEDs and delivering tailored editorial style content packages and edits for every match. This also included the experience elements such lighting and pyro, light shows, DJ segments, presenter and MC segments, player content segments, and curated music playlists.

The outcomes

The impact of the event was nothing short of extraordinary, this is quantified in its far-reaching influence:

• 64 matches hosted in 2 countries, across 9 cities and 10 different venues

• 1.9 million tickets sold, exceeding the 1.5 million KPI target

• Record breaking audience of 1,977,824 fans throughout the tournament

• 2 billion TV audience members worldwide (1/5 people across the globe tuned in)

• Australian average broadcast audience of 3.6 million

• Record breaking, 75,784 attendance for the Matilda’s opening match against Ireland

Role: Creative Director