The Fifa World Cup 2026

Motion Direction | Design Lead

02 / MY ROLE

Motion direction.
Design leadership.

I joined Sid Lee Sports as a freelance senior designer. My role grew into motion direction and design leadership across many elements of the tournament’s content.

SID LEE SPORTS / FREELANCE SENIOR DESIGNER
MOTION DIRECTION & DESIGN LEADERSHIP

03 / WELCOME TO THE STADIUM

Welcome to Atlanta.

ATLANTA · WELCOME ANIMATION

04 / PRODUCTION FOOTPRINT

15STADIUMS

3COUNTRIES

3LANGUAGES

A motion system built to scale.

USA stadium LED artwork 2 — DALLAS · STADIUM BRANDING IN SITU

Dallas city centre board — DALLAS · STADIUM BRANDING IN SITU

MEXICO stadium LED artwork 2 — MEXICO CITY · STADIUM EXPERIENCE

Mexico City centre board — MEXICO CITY · STADIUM EXPERIENCE

CANADA stadium LED artwork 2 — TORONTO · STADIUM BRANDING · EN / FR

Toronto city centre board — TORONTO · STADIUM BRANDING · EN / FR

ENGLISH / SPANISH / FRENCH — ONE CONNECTED STADIUM EXPERIENCE

05 / INSIDE THE EVENT

On match day.

PHILADELPHIA · IN-GAME GIANT SCREEN / MOTION ARTWORK

Kansas City stadium crowd beneath tournament LED branding

England players celebrating during the tournament

06 / WORK IN THE ACTION

Look beyond the goal.

Tournament graphics in the frame as Mbappé scores.

PITCH-SIDE LED / FOLLOW THE GRAPHICS ALONG THE FAR TOUCHLINE

07 / EVERY SURFACE HAS A ROLE

From arrival to the stands.

A connected experience across airport arrivals, stadium screens and pitch-side LED. Each format had its own purpose, pace and audience.

BEFORE THE TURNSTILES / AIRPORT ARTWORK DETAILS

Atlanta airport arrival screen identity and fixtures

Boston airport arrival screen identity and fixtures

Dallas airport arrival screen identity and fixtures

Miami airport arrival screen identity and fixtures

New York New Jersey airport arrival screen identity and fixtures

Guadalajara airport arrival screen identity and fixtures

MIAMI · EXTERIOR BRANDING
LIVE TOURNAMENT BROADCAST

Toronto stadium with ticketing graphics along the pitch-side LED — TORONTO · TICKETING LED
IN THE STANDS

LOS ANGELES · 360° STADIUM SCREEN

01 Ticketing04 Pitch-side LED02 Hospitality05 Exterior screens03 Concourse06 Social

08 / AN EVOLVING COMPETITION

Through every stage.

The work spanned multiple creative systems and campaign identities, with motion developed and adapted for each stage of the competition.

KNOCKOUT ROUNDS / QUARTER-FINALS / SEMI-FINALS

09 / SELECTED WORK

FIFA Women’s
World Cup.

My work also extended to the Women’s World Cup, with motion assets used across stadium screens.

FIFA WOMEN’S WORLD CUP / MOTION SYSTEM

Women’s World Cup promotional graphics displayed inside a stadium — FIFA WOMEN’S WORLD CUP / IN THE STADIUM

2.7BILLION

FANS.
WORLDWIDE.

The estimated global audience of the FIFA Club World Cup 2025.

ACROSS ALL FORMS OF MEDIA · SOURCE: FIFA / NIELSEN SPORTS ↗