01
FIFA World Cup
DETAILS
DIGITAL STRATEGY
CREATIVE DIRECTION
2025
Led the day-to-day social media and digital content strategy for the FIFA World Cup 26™ Miami Host Committee, shaping how Miami showed up across digital throughout the lead-up to and delivery of the tournament. My role spanned social strategy, creative direction, campaign development, content planning and real-time communications, working across internal teams, agencies and partners to build a distinct digital presence for Miami within the global FIFA World Cup 26™ brand.
PROJECT
DESCRIPTION
THE CHALLENGE
HOW DO YOU BUILD A LOCAL VOICE FOR THE WORLD’S BIGGEST TOURNAMENT?
FIFA already had a global voice. Miami needed its own. The challenge was to build a digital presence that could operate within the FIFA World Cup 2026™ brand while becoming the go-to destination for how the tournament looked, felt and unfolded in Miami.
THE APROACH
01
OWN THE LOCAL STORY
Focus on what the global channels couldn’t: the teams, fans, experiences and energy of the tournament in Miami.
02
PLAN FOR MOMENTUM
Move beyond one-off posts with campaigns, recurring series and editorial themes designed to build anticipation and audience growth.
03
STAY READY FOR THE MOMENT
Create a flexible content system that could shift from planned storytelling to live updates, fan moments and real-time opportunities as the tournament unfolded.
FROM STRATEGY TO THE WORLD CUP.
The months leading into the tournament were about giving people a reason to start paying attention early. I built campaigns and recurring content around key milestones, teams coming to Miami and the city’s transformation into a World Cup host, creating a steady build of excitement rather than waiting for match days to tell the story.
01 / BUILD ANTICIPATION
BEFORE THE FIRST WHISTLE.
THE COUNTDOWN
MAKING EVERY MILESTONE COUNT.
The countdown became a recurring content series designed to build momentum as the tournament approached. Each milestone gave us another opportunity to create excitement, reinforce Miami’s visual identity and keep the World Cup consistently in front of our audience.
CREATIVE APPROACH
With limited original photography and a fast-moving production schedule, I needed a way to create high-quality original content at scale. I combined Adobe Photoshop, AI-assisted image creation, original photography and FIFA World Cup 26™ brand assets to build each piece, art directing and compositing the final visuals to feel polished, editorial and
distinctly Miami.
THE TEAMS ARE COMING
GIVING EVERY TEAM A MIAMI INTRODUCTION.
Rather than simply announcing which teams were playing in Miami, I developed a five-part storytelling series for each team. The content introduced the team, highlighted key players and supporters, previewed their Miami matchup, and connected their fan base to the FIFA Fan Festival™, giving international audiences a reason to engage with Miami before they arrived.
SETTING THE STAGE
THE PITCH COMES
TO LIFE
As Miami Stadium prepared for the tournament, I developed and presented the concept for a behind-the-scenes content series following the World Cup pitch installation from start to finish. I led the creative direction and worked in coordination with the Hard Rock Stadium and Miami Dolphins teams on execution, giving fans an inside look at the stadium’s transformation ahead of the first match.
MIAMI GETS READY
YOU COULD FEEL IT COMING.
As the Miami Host Committee’s citywide branding began appearing across Miami, I saw an opportunity to bring that transformation to our digital audience. From billboards and flag poles to wrapped buses, Brightline trains and installations throughout the city, the Host Committee was transforming Miami into a World Cup Host City. I captured that work and turned it into a digital story for fans following from around the world. The goal was to create the feeling that the World Cup wasn’t just coming to Miami anymore. It was almost here.
02 /
TOURNAMENT MODE
Once the tournament began, the pace of our content changed. Planned storytelling continued alongside live match coverage, fan moments, reactive opportunities and operational updates. The challenge was to move quickly without losing the strategy, voice and visual identity we had built leading into the tournament.
MATCH DAY COMMUNICATIONS
DESIGNED FOR EVERY MOMENT OF THE MATCH
Before the tournament began, I mapped out the moments we knew we would need to communicate in real time and built a flexible graphics system around them. From match previews and starting lineups to kickoff, halftime, full time and key moments throughout the game, each template was created in advance so our channels could respond quickly while maintaining a consistent Miami identity within the FIFA World Cup 26™ brand.
REAL-TIME & REACTIVE
JOINING THE CONVERSATION
Not every opportunity could be planned in advance. Before the start and throughout the tournament, I monitored matches, fan conversations, relevant events and emerging moments to identify what made sense for Miami to respond to. When the right moment surfaced, I moved quickly from concept to creative, developing timely content that gave Miami a relevant voice in the tournament conversation.
FIFA FAN FESTIVAL™
MIAMI’S SECOND STADIUM.
I positioned FIFA Fan Festival™ as “Miami’s Second Stadium,” creating a simple idea that captured what Bayfront Park was meant to become during the tournament: the place to experience the World Cup beyond the stadium itself. That positioning became the foundation for a built-in “FOMO engine,” using messaging like “If you’re not here, you’re missing it” alongside packed crowds, fan reactions, live moments and UGC to make Fan Fest feel like the place you had to be. Throughout the tournament, I carried that strategy through our digital storytelling, driving awareness around matches, programming and activations while capturing the energy unfolding at Bayfront Park.
45K - 123K
Instagram Audience Growth
Built the Miami Host City audience from approximately 45K to more than 123K followers.
+172%
Follower Growth
Audience growth across the campaign period.
66.5M
Views in 30 Days
Content generated 66.5 million views in the final 30 days of the tournament.
8.3M
Top Organic Post Views
The highest-performing organic post reached 8.3 million views and 206K likes.
