World Cup 2018

The brief

Create a distinctive visual campaign for BetBright's 2018 World Cup promotions that would stand out across multiple digital channels.

The campaign needed a recognisable creative identity that could be adapted for social media, email, display banners and landing pages while maintaining a consistent look and feel.

Process

Concept & Ideation

With Russia hosting the 2018 World Cup, I developed the initial concept of representing international football teams as traditional Russian nesting dolls (Matryoshka dolls).

The idea provided a playful connection to the host country while creating a recognisable visual style that could be used throughout the tournament.

Working closely with the wider creative team, we explored and refined the concept through brainstorming, feedback and multiple design iterations.

Illustration & Visual Development

I created the initial 2D illustrations, developing individual characters inspired by the teams' national kits, colours and recognisable player features.

We experimented with proportions, facial details, textures and colour combinations to establish a consistent illustration style that balanced simplicity with personality.

3D Design & Animation

Once the illustration style was established, I collaborated closely with our videographer and animator to bring the characters into 3D using Cinema 4D and After Effects.

Through ongoing feedback and iteration, we refined the models, materials, lighting and overall presentation to ensure the 3D characters retained the personality of the original illustrations.

Campaign Rollout

Using the final 3D character assets, I developed a range of promotional creative across social media, CRM emails, display banners and landing pages.

The individual characters gave us a flexible set of assets that could be combined and adapted for different promotions, fixtures and campaign messages while maintaining a consistent visual identity.