World Cup Creative: The Group Stage
World Cup Creative: The Group Stage
Simon Horton
Art Director
Every four years, the World Cup doesn't just move football - it moves culture. And in the weeks before a ball is kicked, it moves creative directors, brand managers, and photographers into overdrive, each trying to land the image or line that cuts through the noise of the biggest sporting event on earth. The 2026 edition, sprawling across three nations, has already produced some of the most talked-about work in recent tournament memory. The briefs may differ - sell a boot, sell a shirt, sell a country - but the ambition remains the same: make something people remember. What's striking about this cycle is where the most resonant work has come from. The expected gladiatorial battle between Nike and Adidas is very much alive, and we'll get to that, but arguably the most-shared image of the pre-tournament period didn't come from a brand at all. It came from the Norwegian Football Federation, a David Yarrow lens, and a decision to replace the traditional squad photo with something that looked less like a press obligation and more like a cinematic statement. Twenty-six players dressed in full Viking warrior regalia, arranged on a storm-lit shore with ancient longboats rising behind them - and at the centre of it all, Erling Haaland, sword and shield in hand, long hair unbound, finally arriving for his tournament debut. We asked the team about the creative work that’s caught their eye so far this tournament, and here's what's made the cut...
Every four years, the World Cup doesn't just move football - it moves culture. And in the weeks before a ball is kicked, it moves creative directors, brand managers, and photographers into overdrive, each trying to land the image or line that cuts through the noise of the biggest sporting event on earth. The 2026 edition, sprawling across three nations, has already produced some of the most talked-about work in recent tournament memory. The briefs may differ - sell a boot, sell a shirt, sell a country - but the ambition remains the same: make something people remember. What's striking about this cycle is where the most resonant work has come from. The expected gladiatorial battle between Nike and Adidas is very much alive, and we'll get to that, but arguably the most-shared image of the pre-tournament period didn't come from a brand at all. It came from the Norwegian Football Federation, a David Yarrow lens, and a decision to replace the traditional squad photo with something that looked less like a press obligation and more like a cinematic statement. Twenty-six players dressed in full Viking warrior regalia, arranged on a storm-lit shore with ancient longboats rising behind them - and at the centre of it all, Erling Haaland, sword and shield in hand, long hair unbound, finally arriving for his tournament debut. We asked the team about the creative work that’s caught their eye so far this tournament, and here's what's made the cut...
Every four years, the World Cup doesn't just move football - it moves culture. And in the weeks before a ball is kicked, it moves creative directors, brand managers, and photographers into overdrive, each trying to land the image or line that cuts through the noise of the biggest sporting event on earth. The 2026 edition, sprawling across three nations, has already produced some of the most talked-about work in recent tournament memory. The briefs may differ - sell a boot, sell a shirt, sell a country - but the ambition remains the same: make something people remember. What's striking about this cycle is where the most resonant work has come from. The expected gladiatorial battle between Nike and Adidas is very much alive, and we'll get to that, but arguably the most-shared image of the pre-tournament period didn't come from a brand at all. It came from the Norwegian Football Federation, a David Yarrow lens, and a decision to replace the traditional squad photo with something that looked less like a press obligation and more like a cinematic statement. Twenty-six players dressed in full Viking warrior regalia, arranged on a storm-lit shore with ancient longboats rising behind them - and at the centre of it all, Erling Haaland, sword and shield in hand, long hair unbound, finally arriving for his tournament debut. We asked the team about the creative work that’s caught their eye so far this tournament, and here's what's made the cut...
Image source: Nike©
1. Mamdani’s NYC campaign
With all the controversy surrounding the USA, both within the FIFA World Cup and outside it, you would think it’d be hard for a US city to capture the world’s imagination. But, once again, Mamdani’s team proves they are the exception to the rule. Inspired by sports memorabilia, city signage, the subway, and the five boroughs, the campaign’s slogan, ‘Where the world comes to play’, perfectly places NYC within this massive tournament. While the heavy use of the apple motif could easily feel cliché, the bright colours and fun typography somehow make it feel both fresh and old-school at the same time.
With all the controversy surrounding the USA, both within the FIFA World Cup and outside it, you would think it’d be hard for a US city to capture the world’s imagination. But, once again, Mamdani’s team proves they are the exception to the rule. Inspired by sports memorabilia, city signage, the subway, and the five boroughs, the campaign’s slogan, ‘Where the world comes to play’, perfectly places NYC within this massive tournament. While the heavy use of the apple motif could easily feel cliché, the bright colours and fun typography somehow make it feel both fresh and old-school at the same time.
With all the controversy surrounding the USA, both within the FIFA World Cup and outside it, you would think it’d be hard for a US city to capture the world’s imagination. But, once again, Mamdani’s team proves they are the exception to the rule. Inspired by sports memorabilia, city signage, the subway, and the five boroughs, the campaign’s slogan, ‘Where the world comes to play’, perfectly places NYC within this massive tournament. While the heavy use of the apple motif could easily feel cliché, the bright colours and fun typography somehow make it feel both fresh and old-school at the same time.
2. Palace x Nike England
Football can often feel larger than life and full of potential. That’s exactly what the Palace x Nike England ad taps into. By blending unusual British heritage (think Macbeth, Stonehenge, and council estates) with modern, ancient, and slightly magical imagery, it beautifully brings the fairytale aspect of the sport to life. The message is clear: you can have pride for your country without having to throw anyone under the bus. Plus, it’s brilliantly narrated by Wayne Rooney - who knew he’d be so good at Shakespeare?
Football can often feel larger than life and full of potential. That’s exactly what the Palace x Nike England ad taps into. By blending unusual British heritage (think Macbeth, Stonehenge, and council estates) with modern, ancient, and slightly magical imagery, it beautifully brings the fairytale aspect of the sport to life. The message is clear: you can have pride for your country without having to throw anyone under the bus. Plus, it’s brilliantly narrated by Wayne Rooney - who knew he’d be so good at Shakespeare?
Football can often feel larger than life and full of potential. That’s exactly what the Palace x Nike England ad taps into. By blending unusual British heritage (think Macbeth, Stonehenge, and council estates) with modern, ancient, and slightly magical imagery, it beautifully brings the fairytale aspect of the sport to life. The message is clear: you can have pride for your country without having to throw anyone under the bus. Plus, it’s brilliantly narrated by Wayne Rooney - who knew he’d be so good at Shakespeare?
3. Budweiser World Cup
Budweiser did something genius with this simple ad: it captured a moment that every single football fan knows. It's that exact second your team scores an absolute screamer, leaving you with no choice but to throw your beer in the air. Even with the price of pints nowadays, people can’t help but join in, accepting that they’re probably going to come home from the pub, fan zone, or a mate’s house soaked to the skin. In just a 20-second video and a few complementary static graphics, Budweiser perfectly captures that feeling of pure elation, and that is something brilliant.
Budweiser did something genius with this simple ad: it captured a moment that every single football fan knows. It's that exact second your team scores an absolute screamer, leaving you with no choice but to throw your beer in the air. Even with the price of pints nowadays, people can’t help but join in, accepting that they’re probably going to come home from the pub, fan zone, or a mate’s house soaked to the skin. In just a 20-second video and a few complementary static graphics, Budweiser perfectly captures that feeling of pure elation, and that is something brilliant.
Budweiser did something genius with this simple ad: it captured a moment that every single football fan knows. It's that exact second your team scores an absolute screamer, leaving you with no choice but to throw your beer in the air. Even with the price of pints nowadays, people can’t help but join in, accepting that they’re probably going to come home from the pub, fan zone, or a mate’s house soaked to the skin. In just a 20-second video and a few complementary static graphics, Budweiser perfectly captures that feeling of pure elation, and that is something brilliant.
4. M&S: Eat Well Play Well
If you thought the Palace x Nike ad was nostalgic, just you wait for M&S. Taking you on a journey through British football history, helped along by the one and only Ian Wright, this ad uses old footage, film effects and a little bit of green screen (and AI) to guide the viewer through the decades. Beautifully shot and styled, with twinkling piano keys to complement the shine in Wrighty’s eyes, it’s a story that appeals to fans old and new. It may seem like a company that shouldn’t have anything to do with football, but their message about eating well slips seamlessly into the conversation.
If you thought the Palace x Nike ad was nostalgic, just you wait for M&S. Taking you on a journey through British football history, helped along by the one and only Ian Wright, this ad uses old footage, film effects and a little bit of green screen (and AI) to guide the viewer through the decades. Beautifully shot and styled, with twinkling piano keys to complement the shine in Wrighty’s eyes, it’s a story that appeals to fans old and new. It may seem like a company that shouldn’t have anything to do with football, but their message about eating well slips seamlessly into the conversation.
If you thought the Palace x Nike ad was nostalgic, just you wait for M&S. Taking you on a journey through British football history, helped along by the one and only Ian Wright, this ad uses old footage, film effects and a little bit of green screen (and AI) to guide the viewer through the decades. Beautifully shot and styled, with twinkling piano keys to complement the shine in Wrighty’s eyes, it’s a story that appeals to fans old and new. It may seem like a company that shouldn’t have anything to do with football, but their message about eating well slips seamlessly into the conversation.
5. Jacquemus x Nike (France kit)
What makes this collaboration more than just a kit drop is the designer himself. “In France, football is more than a sport”, says Simon Porte Jacquemus, “It lives in the everyday moments and has always been part of my life.” Not only is the clothing exceptionally cool, using the colours of the French flag for maximum impact, but the project also supports Sport dans la Ville, a French organisation dedicated to creating opportunities for young people through sport.
Although they seem completely different from one another, there is a through-line within each of these campaigns: storytelling. Each one taps into the heart of what football represents, whether that’s for a city, a team or an entire nation, taking you beyond the sport. It’s this storytelling that has always made football feel special - rooting for an underdog, following a player for their whole career or, in more recent years, hearing footballers’ own stories about the causes they support and how they want to help improve the world.
This is just a taste of all the incredible campaigns, ads and kit drops that came out before the World Cup started, and we’ll be back to give you a round-up of all the best campaigns that happened during the tournament itself.
What makes this collaboration more than just a kit drop is the designer himself. “In France, football is more than a sport”, says Simon Porte Jacquemus, “It lives in the everyday moments and has always been part of my life.” Not only is the clothing exceptionally cool, using the colours of the French flag for maximum impact, but the project also supports Sport dans la Ville, a French organisation dedicated to creating opportunities for young people through sport.
Although they seem completely different from one another, there is a through-line within each of these campaigns: storytelling. Each one taps into the heart of what football represents, whether that’s for a city, a team or an entire nation, taking you beyond the sport. It’s this storytelling that has always made football feel special - rooting for an underdog, following a player for their whole career or, in more recent years, hearing footballers’ own stories about the causes they support and how they want to help improve the world.
This is just a taste of all the incredible campaigns, ads and kit drops that came out before the World Cup started, and we’ll be back to give you a round-up of all the best campaigns that happened during the tournament itself.
What makes this collaboration more than just a kit drop is the designer himself. “In France, football is more than a sport”, says Simon Porte Jacquemus, “It lives in the everyday moments and has always been part of my life.” Not only is the clothing exceptionally cool, using the colours of the French flag for maximum impact, but the project also supports Sport dans la Ville, a French organisation dedicated to creating opportunities for young people through sport.
Although they seem completely different from one another, there is a through-line within each of these campaigns: storytelling. Each one taps into the heart of what football represents, whether that’s for a city, a team or an entire nation, taking you beyond the sport. It’s this storytelling that has always made football feel special - rooting for an underdog, following a player for their whole career or, in more recent years, hearing footballers’ own stories about the causes they support and how they want to help improve the world.
This is just a taste of all the incredible campaigns, ads and kit drops that came out before the World Cup started, and we’ll be back to give you a round-up of all the best campaigns that happened during the tournament itself.
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Assume nothing.
Discuss your next project with us...
To learn more about what we can offer and how we can work together, we’d love to hear from you.
London
Accord Marketing,
1 Waterhouse Square, London EC1N 2ST.
South-West
The Node, 1 Enterprise Road,
Roundswell, Barnstaple,
Devon EX31 3YB.
All enquiries
Discuss your next project with us...
To learn more about what we can offer and how we can work together, we’d love to hear from you.
London
Accord Marketing,
1 Waterhouse Square, London EC1N 2ST
South-West
The Node, 1 Enterprise Road,
Roundswell Barnstaple,
Devon EX31 3YB
All enquiries
020 72712481