Creative Direction · 2022
Qatar
2022
Dedicated second-screen companion for the FIFA World Cup 2022 in Qatar, serving fans on-site with live data and hospitality features.
The first FIFA World Cup held in the Middle East demanded a different kind of digital companion. With eight stadiums, millions of international visitors, and a compact host country, fans needed a single app that could handle everything from live match data to stadium wayfinding, transportation, and hospitality services.
The challenge: create a second-screen experience that served both the die-hard football fan and the casual visitor navigating a foreign country during a once-in-a-lifetime event. The app had to work under extreme load, across dozens of languages.
I led the creative direction for the entire product, from initial concept through to launch-day polish. The design balanced dense, real-time match information with practical hospitality features like venue maps, food ordering, and transport schedules.
