Nike World Cup - 2018

China is optimistic about a lot of things, but football isn’t one of them.
A long history of not being great at football has created a nation of
fans who refuse to imagine a future that’s not more of the same.

So we showed them one.

Within four days of launching, it was viewed over 170 million times.
It sparked heated debates online about the state of football in China, and
its future. And the Chinese government-run newspaper, Global Times,
shared it on their social channels. So, I guess I made propaganda.

Role: Creative Director
Director: Ian Pons Jewell