For the Betway Football World Cup 2026 campaign, I led the global creative direction, working closely with the Head of Brand and Marketing Director to define a unifying concept that could scale across markets and touchpoints.

The approach centred on building a bold, future-facing visual language that captured the global energy of the tournament, with a strong emphasis on AI-generated imagery using Leonardo to create distinctive, high-impact visuals at scale. This allowed the campaign to move beyond traditional sports imagery and establish a more ownable and flexible creative territory.

I translated this direction into a comprehensive brand system, delivering a global style guide, toolkit, and modular template suite designed for use across digital, social, CRM, and campaign activations. The system enabled fast, consistent rollout across regions while allowing for localisation and market-specific adaptations.

The result was a scalable creative platform that aligned teams globally, streamlined production, and positioned Betway with a distinctive, modern presence during one of the world’s biggest sporting moments.