In late 2018, one of Dubai’s leading events agency was invited to bid for event concept for which I was tasked with the creative direction for experiential concept & visualisation. A worldwide televised event under the patronage of His Highness Sheikh Hamdan bin Mohammed bin Rashid Al Maktoum, Crown Prince of Dubai and President of the Dubai Sports Council, we went all out with “Bold Statements” as the conceptual foundation.

What better words to describe the successes of soccer and its future? As a team, a player, a strategy – soccer is in constant motion, forward facing, innovative and cannot be ignored. With the elite of world soccer about to enter the halls of the Dubai International Sports Conference again to celebrate the sport, each other and their collective minds, the following will demonstrate how we bring, not the technicalities, but this mindset to life – for a two-day experience that captures the boldness of soccer for all to see.

With holographic stage show elements recreating footballs’ greatness in a 3-dimensional space, with unmissable branding elements as structural components and the use of motion, scale and size, we created a consistent experience that drove home the vision of football for the future.