Facebook + Football
The world’s biggest football tournament came to North America, and was discussed in real time by billions of people across our platforms. We partnered with creators, athletes, and teams to highlight the conversation and culture around every match — from pre-game hype to post-game debate.
Project
Give fans new ways to wear their pride and share the moment.
Role: Content Designer
Process
This activation allowed us to flex a more playful side of Facebook. My job was to figure out how far we could go while still feeling authentically us and create a framework that helped guide our explorations. We launched with:
Football Mode: Double-tapping the Facebook logo at the top of Feed activated football mode across the app and unlocked themed reactions and other surprises (like a special football game and custom app icon).
Wear It: National team jerseys with the new Wear It feature, letting fans use AI to virtually try on jerseys and show their support by sharing the image as a profile picture, story, or post.
Exclusive tournament-themed stickers, football-inspired design edits.