ASK.
As an Official Automotive Partner of FIFA, Kia briefed us to develop two Vancouver activations at the FIFA Fan Festival and Stadium Fan Experience, building brand awareness and goodwill under the global platform, “Inspiration Connects Us All.”
OBJECTIVE.
Create experiences that gave fans a genuine reason to engage with Kia, while celebrating the excitement of the World Cup.
IDEA.
Two activations that turned Kia's FIFA partnership into keepsakes.
FIFA FAN FESTIVAL
A personalized Player Card experience that let fans step into the role of a World Cup player and create their own collectible card.
STADIUM FAN EXPERIENCE
A photo experience celebrating Kia's Official Match Ball Carrier program, giving fans a keepsake moment tied directly to the tournament.
01 — CONCEPT
FIFA FAN FESTIVAL
The approved direction for our FIFA Fan Festival activation evolved into a personalized Player Card experience, giving fans the opportunity to create a a physical and digital keepsake inspired by the players they came to see.
STADIUM FAN EXPERIENCE
For the Stadium Fan Experience, we explored ways to celebrate Kia's Official Match Ball Carrier program through a memorable fan interaction. The selected concept became a photo experience that gave fans a personal keepsake while connecting back to Kia's role in bringing young Canadian players to the World Cup.
02 — STRUCTURE
FIFA FAN FESTIVAL
The booth was designed around a simple, high-volume fan journey, from entering the experience to creating and collecting their Player Card. I worked through the spatial layout, traffic flow, accessibility, materials and visual details to balance brand presence with an approachable fan experience.
STADIUM FAN EXPERIENCE
The Stadium Fan Experience required a slightly different approach, balancing the activation itself with increased game-day traffic flow, two vehicles on display and ensuring activation visibility.
03 — TECHNOLOGY
FIFA FAN FESTIVAL
We explored AI and AR as ways to make the Player Card experience more personalised and unexpected. The work considered the technical realities of a high-volume activation, while ensuring the experience could represent fans naturally and inclusively.
STADIUM FAN EXPERIENCE
AI and AR were also explored for the Official Match Ball Carrier experience, with the goal of creating a more aspirational moment for fans. We evaluated the technical, privacy and operational considerations before landing on an AR approach for the final experience.
04 — ACTIVATION
FIFA FAN FESTIVAL
The final experience brought the Player Card concept to life through a fully branded physical environment and AR-enabled keepsake. Every detail, from the booth graphics to the material palette, was designed to feel distinctly Kia while still belonging within the energy of the Fan Festival. 95% of booth attendees left with a Player Card in-hand.
STADIUM FAN EXPERIENCE
The final activation combined the AR photo experience with Kia's Official Match Ball Carrier storytelling. I also identified an opportunity to extend the experience beyond the booth with a large-format screen celebrating the 13 young Canadians selected to represent Kia during the tournament.
