2026
Client:
Visa x Bank of America
The Breakaway Tour
User Experience
User Interface
Creative Direction
Onsite Installation
Soccer Turned Up
While at:
Imagination
2026
Client:
Visa x Bank of America
The Breakaway Tour
User Experience
User Interface
Creative Direction
Onsite Installation
Soccer Turned Up
While at:
Imagination
2026
Client:
Visa x Bank of America
The Breakaway Tour
User Experience
User Interface
Creative Direction
Onsite Installation
Soccer Turned Up
While at:
Imagination
About the project
As visitors from around the globe came to North America to rally behind their flag in the FIFA World Cup 2026, official sponsors Visa and Bank of America teamed up with Imagination to host a series of watch parties across the 11 U.S. host cities with a unique value proposition. In an effort to connect with the growing and diverse population of soccer football fans, cardholders were not only invited to watch the continent-spanning tournament on massive screens while enjoying catering honoring past World Cup winners, but they could also participate in engaging games and activities to collect exclusive merch. Once the game was over, globally renowned musical artists would take the stage and treat guests to intimate, yet high-energy performances. The result? Thousands of happy customers across key markets, and an improved brand image that feels way more genuine and relatable than when communicated through sideline billboards or TV ads.
About the project
As visitors from around the globe came to North America to rally behind their flag in the FIFA World Cup 2026, official sponsors Visa and Bank of America teamed up with Imagination to host a series of watch parties across the 11 U.S. host cities with a unique value proposition. In an effort to connect with the growing and diverse population of soccer football fans, cardholders were not only invited to watch the continent-spanning tournament on massive screens while enjoying catering honoring past World Cup winners, but they could also participate in engaging games and activities to collect exclusive merch. Once the game was over, globally renowned musical artists would take the stage and treat guests to intimate, yet high-energy performances. The result? Thousands of happy customers across key markets, and an improved brand image that feels way more genuine and relatable than when communicated through sideline billboards or TV ads.
My role
As User Experience Lead, my two main contributions were around attendee registration & ticketing, and the design of an arcade-like multimodal activation in which attendees could score premium prizes by kicking a football into an array of laundry machines (I promise it makes sense; more details below).
My role
As User Experience Lead, my two main contributions were around attendee registration & ticketing, and the design of an arcade-like multimodal activation in which attendees could score premium prizes by kicking a football into an array of laundry machines (I promise it makes sense; more details below).
Registration
How it works
Registration
How it works
Registration portal (Tixr)
Digital user flow
Clean Sheets
Shootout activation
Clean Sheets
Shootout activation
1
/4
What even is a clean sheet?
A 'clean sheet’ is when a team goes a whole match without conceding a goal. The phrase can be traced back to newspaper reporters in the 1930s. If a team didn't score, then the sheet of paper that detailed goals conceded was blank, or 'clean. So it has nothing to do with laundry...until now!
1
/4
What even is a clean sheet?
A 'clean sheet’ is when a team goes a whole match without conceding a goal. The phrase can be traced back to newspaper reporters in the 1930s. If a team didn't score, then the sheet of paper that detailed goals conceded was blank, or 'clean. So it has nothing to do with laundry...until now!
2
/4
My role
The main concept and rough 3D renders had already been agreed to by clients by the time I started on this workstream, so my job was to expand upon the idea and figure out the different steps of the experience: from designing game rules, to a tablet app for queue management and scorekeeping. I also assisted in directing others on video, audio, and light-based feedback.
2
/4
My role
The main concept and rough 3D renders had already been agreed to by clients by the time I started on this workstream, so my job was to expand upon the idea and figure out the different steps of the experience: from designing game rules, to a tablet app for queue management and scorekeeping. I also assisted in directing others on video, audio, and light-based feedback.
3
/4
Making it fun
To make the game feel worth it, we had to balance the length of each session with the expected wait times. We purposefully skewed the scoring mechanic by making it easier for players to score more points towards the end of their allotted time so we could build pressure and end on a high note, as party-members and others in line typically cheered players on more when they saw the ominous countdown on the backboard screen.
3
/4
Making it fun
To make the game feel worth it, we had to balance the length of each session with the expected wait times. We purposefully skewed the scoring mechanic by making it easier for players to score more points towards the end of their allotted time so we could build pressure and end on a high note, as party-members and others in line typically cheered players on more when they saw the ominous countdown on the backboard screen.
4
/4
Designed to be adaptable
We also had to take into account how many units of the top tier prize we could give away in the span of the event, so we just about ran out by the end of the event, but not before. To achieve that result, we kept the game’s rating system editable so it could be tweaked between dates.
4
/4
Designed to be adaptable
We also had to take into account how many units of the top tier prize we could give away in the span of the event, so we just about ran out by the end of the event, but not before. To achieve that result, we kept the game’s rating system editable so it could be tweaked between dates.