Saudi FIFA World Cup 2034 Bid To Host
Building the public face of a historic bid.
Saudi Arabia’s FIFA World Cup 2034 bid needed to be more than a document. It needed to become a public story people could understand, follow, and support.
ROLE
Team Lead
SCOPE
Art Direction · Content System · Motion · Outdoor
MY ROLE.
I helped shape the direction. I led the work that followed.
I joined as the bid’s public channels were taking shape. Working with the Creative Director, I explored and refined visual directions from the existing identity. I led daily art direction for a team of around 15, reviewing work before release and guiding revisions across formats. I continued to design key pieces myself.
THE CHALLENGE
A 245-page bid in a world that scrolls in seconds.
The Bid Book held the full plan. The public campaign had to make that depth clear and worth following, while reflecting the scale of Saudi Arabia’s ambition.
CREATIVE SYSTEM
Designing a language, not a template.
The identity was already in place. We built a content system using each city’s colour and ribbon, keeping information, motion, and daily posts connected through one visual language.
CONTENT SYSTEM
Fifteen stadiums. One visual language.
Each stadium had different information, but the experience stayed the same. A clear sequence introduced the venue, city, capacity, location, and fan zones without making the content feel heavy.
CAMPAIGN EVOLUTION
Keeping the bid moving for months.
After the Bid Book launch, the campaign continued for months across announcements, matchdays, national moments, and daily updates. The system stayed consistent while the content kept changing.
MOTION DIRECTION
The campaign found
its rhythm.
We used fast cuts, bold motion, and upbeat music to keep every video energetic, clear, and connected to the campaign.
DECEMBER 11, 2024
Designing the moment we believed would happen.
We prepared the winning content before the announcement so it could go live immediately. Instead of using normal fireworks, we turned the identity’s ribbons and patterns into the celebration.
The identity did not simply frame the celebration. It became the celebration.
PARTICIPATION
Inviting people into the campaign.
We wanted people to join the campaign, not only watch it. The activations let fans personalise content, share their support, and become part of the bid.
BEYOND SOCIAL
From phones to cities.
The campaign moved from phones into streets, stadiums, and major sporting events. The same visual system was adapted for outdoor screens, LEDs, and different formats in Saudi Arabia and abroad.
REFLECTION
One campaign. Hundreds of assets. One consistent story.
For six months, the project kept growing without losing its visual consistency. It taught me how to lead a large team, simplify complex information, and build one system that could work across many formats.
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Ammar
Alnajjary