Believing is magic

Coca-Cola campaign.

I'm from Brazil and I love football. So when we started pitching ideas for this campaign I was all in.

Especially because more than two-thirds of women working in football worldwide have experienced some form of discrimination. Yet the soaring popularity of women’s football amongst fans and players is curbing this behavior and ultimately changing the narrative for the better.

Role: Art Director

Transforming the very fields on which they play.

Throughout the FIFA Women’s World Cup 2023, we used innovative technology to turn fields in the co-host countries of Australia and New Zealand into huge canvasses. Negative commentary around women’s football was air-printed onto the fields and then turned into powerful, positive statements reflecting the sport's monumental progress.

Air Printing technology relies on the machine blowing a gentle stream of air to bend the blades of grass creating a pixel. The grass remains intact, and the imagery created is visible as light hits the turf.

The fields were printed throughout the tournament in real-time, and in the days leading up to the FIFA Women’s World Cup 2023 final in Australia, a film documenting each of the fields was launched across Coca-Cola’s social channels.