Lay's x FIFA World Cup 2026™

As an Official Sponsor of the FIFA World Cup 2026™, Lay’s needed a campaign that could match the scale and energy of football’s biggest global tournament while remaining consistent across a vast range of formats and locations. Working with 72andSunny, we produced over 300 animated assets for the campaign, embracing fans of every kind and inviting everyone to be part of the global celebration.

Inspired by the tactile charm of stop-motion animation, we transformed Lay’s products into playful storytelling moments, using simple, expressive animation and bold typography to keep messaging clear and immediate at scale. Designed for scale without sacrificing character, the campaign balances visibility craft resulting in a collection of assets that captures the energy and optimism of the tournament.