In 2018, we undertook the task of developing the Nike Mexico campaign for the FIFA World Cup. Split into two phases, the Campaign was initiated two months prior to the Cup, with the first part focusing on the period before the tournament, followed by the second part during the Cup. The Mexican National Soccer Team had faced elimination in the eighth-finals for the past five World Cups, commonly referred to as the "Curse of the fifth match."Seeking to break this pattern during the FIFA World Cup Russia 2018, we approached the players and inquired about the solution to overcoming this curse. Their responses were transformed into impactful campaign along the social media and billboards of Mexico City, including the walls of Azteca Stadium during the Mexican National Team's final friendly game before the World Cup. The initial phase of the "Sin Frio" campaign drew inspiration from Mexican urban culture art, incorporating elements from lucha libre, musical posters, and a blend of folklore and Aztec battle motifs. All materials were crafted inspired by techniques reminiscent of street posters to empower the players and establish a meaningful connection between football and culture.

NIKE
SIN FRIO Pt. 02
W+K, 2018

In 2018, we undertook the task of developing the Nike Mexico campaign, prominently featured during the FIFA World Cup. The Mexican National Soccer Team had faced elimination in the eighth-finals for the past five World Cups, commonly referred to as the "Curse of the fifth match." Seeking to break this pattern during the FIFA World Cup Russia 2018, we approached the players and inquired about the solution to overcoming this curse. Their responses were transformed into impactful campaign along the social media and billboards of Mexico City, including the walls of Azteca Stadium during the Mexican National Team's final friendly game before the World Cup.