THE WORLD CHALLENGE / DESAFÍO MUNDIAL. JUGABET.
80M+ views in three weeks.
127+ assets across YouTube, Instagram, TikTok and X.
A new Instagram account grew past 10K followers, with TikTok approaching 10K.
What happens when a brand can’t own the World Cup, but still wants to own part of the conversation around it?
A big part of the challenge was working within official sponsorship restrictions. JugaBet needed to tap into the cultural energy of the FIFA World Cup without using protected tournament IP or presenting itself as an official sponsor.
My role started with the reframe: instead of advertising around the game, create a game of our own.
For JugaBet, working with SELVA by Aleph, we developed a six-episode social-first reality competition filmed in Colombia with six creators from Argentina, Mexico and Colombia. I worked across creative strategy, narrative, production and post-production, helping shape the format and extend it across platforms.
