Project overview
As Creative Director for DAZN, I led the creation of a global promotional TV spot built around the FIFA Club World Cup, one of the most commercially significant events of the year for the platform. With DAZN as the exclusive broadcaster, the brief was clear—to transform a major live rights moment into a brand-building statement.
The 60-second spot was conceived as a dynamic showcase of DAZN’s product experience, positioning the platform as the daily destination for sport. By blending the excitement of the Club World Cup with the richness of DAZN’s companion and enhancement features—News, FanZone, Multiview, HDR, and Dolby Surround—the promo redefined DAZN’s role from broadcaster to immersive sports hub.
the challenge
Despite holding exclusive rights to the competition, DAZN needed to drive deeper comprehension of its broader product offering. The goal was to transform one-time viewers into habitual users by reframing DAZN as a platform where the fan experience extends beyond the final whistle.
The promo had to work across multiple international markets—UK, US, and Rest of World—while maintaining a cohesive creative language adaptable for local rights landscapes and distribution strategies.
:60 Sec | Global Promo Spot ENG
Creative Strategy & Concept
We built the creative around the proposition “Your Daily Destination for Sport” a unifying idea that merged DAZN’s product proof points with its emotional value for fans. The FIFA Club World Cup acted as the ignition moment, connecting the intensity of live sport with the platform’s immersive features.
The spot’s narrative captured the sensory and social energy of fandom. “Every colour, every emotion” met fans “in super-high definition,” while Dolby Surround and HDR made every moment “not just clearer, truer.” Beyond the match, the voiceover invited fans to get involved, to “stay to play, predict and win,” connecting through FanZone and continuing their experience long after the final whistle.
Every scene reinforced that the story doesn’t stop when the game ends. Fans could “fact-check friends, fuel their fantasy teams, and feed on the full story with all-you-can-eat news.” This layered storytelling brought DAZN’s ecosystem to life, showing how the platform extends the excitement of live sport into an everyday habit.
Process & Execution
My Role and Responsibilities of this project:
- Led the creative direction and narrative development of the global TV promo
- Scripted the voiceover and defined the creative tone, rhythm, and emotional arc
- Directed the integration of DAZN’s product features and brand messaging within the visual storytelling
- Collaborated closely with internal brand, product, and market teams to ensure consistency across global adaptations
- Oversaw the creative execution and delivery of 60”, 30”, and social cutdowns across markets
Outcome & Impact
The FIFA Club World Cup promo established a fresh creative expression of DAZN’s brand, energising, fan-first, and product-driven. It reframed the event as a stage to showcase DAZN’s evolving platform capabilities, while building stronger emotional and habitual connections with fans worldwide.
THE TEAM
Lead Producer: Emily McAlister
Producers: Sinéad Schaverien, Natalie Fox
Editor: Richard Biggs
Motion Design: Joe Asbridge, Luis Viana
Copywriter: Jason Gormley
Voice Over: Michaela Moore
Marketing Leads: Steve Spencer, Richard S.
VP Creative: Caroline Woods
Creative Director: Manuel Lopez G.
Producers: Sinéad Schaverien, Natalie Fox
Editor: Richard Biggs
Motion Design: Joe Asbridge, Luis Viana
Copywriter: Jason Gormley
Voice Over: Michaela Moore
Marketing Leads: Steve Spencer, Richard S.
VP Creative: Caroline Woods
Creative Director: Manuel Lopez G.
Thank you