The Breakaway Tour
Client
2025
Role
Associate Creative Director, Imagination
The Team
Jiri Bures, ECD
Oliver Cobb, CD
Eliza Wellington, Account Lead
Alex Beazley-Long, Strategy Lead
Spencer King, Executive Producer
Overview
As Official Partners of the FIFA World Cup 2026™, Visa and Bank of America set out to transform 11 matches into a series of immersive fan experiences — combining live match screenings, a live musical performances, and city-specific programming across every U.S. host city.
The Brief
Visa and Bank of America wanted to move beyond traditional sponsorship and create something fans could actively participate in. The goal was to build a nationwide experiential platform that connected with a younger generation of fans — one that felt as culturally relevant as the tournament itself.
The Approach
A flexible visual identity was developed to anchor the tour — bold enough to carry the energy of the World Cup, adaptable enough to travel across eleven cities and venues. Soccer, music, and culture converged at every stop, turning a watch party concept into a destination worth planning around.
Eleven Cities. One Epic Journey East to West.
Designing an experience at this scale meant solving for two things simultaneously: consistency across 11 cities and authentic local character in each one. The visual identity and event system needed to travel seamlessly across markets while feeling genuinely rooted in each host city’s community.
