An interactive experience developed for global brands during the FIFA World Cup, transforming traditional ad formats into moments of play and engagement.
CLIENT
McDonald's
ROLE
Creative Strategy Concept Ideation Art Direction
YEAR
2026
PLATFORM
CTV Social
Request
During the buildup to the FIFA World Cup, McDonald's was looking for a creative way to promote its collection of limited-edition collectible cups while connecting with the excitement of the tournament. The challenge was to move beyond a traditional product gallery and create an experience that encouraged fans to interact with the campaign rather than simply view it.
The Action
I concepted and art directed an interactive playable experience that transformed a product gallery into a World Cup-inspired soccer game. Instead of treating the collectible cups as static promotional assets, I integrated them directly into the gameplay, allowing them to become part of the challenge rather than the backdrop.
The experience invited users to test their skills by scoring goals while navigating around the collectible cups, creating a fun and accessible interaction that naturally showcased the entire collection. By combining gameplay with product discovery, the concept encouraged users to spend more time engaging with the brand while reinforcing the excitement surrounding the World Cup.
Highlights
The concept was approved for the FIFA World Cup campaign and featured as a full site takeover on Marca.com, one of the world’s leading soccer publications. The interactive experience extended the campaign beyond traditional display advertising, creating a more immersive connection between fans and the McDonald’s brand.
This project demonstrated how interactive gameplay could transform a product showcase into an engaging digital experience, encouraging participation while keeping the campaign’s collectible products at the center of the story.
Design and Animation: Ricardo Carvalho
