my Role

Rethinking what a World Cup celebration could look like.

Instead of putting everything in one traditional FIFA Fan Fest, I developed a distributed model that brought the World Cup experience into the fabric of the city.

I defined the strategy and operational approach for how multiple locations could work together to create a cohesive citywide celebration. I identified opportunities to activate existing spaces, partnered with local organizations and businesses, and created a framework that allowed each location to showcase its own culture and personality while still feeling connected to the larger World Cup experience.

The strategy was designed to do more than create places to watch a match. It was built to increase engagement along the Unity Loop, celebrate Seattle’s local culture, strengthen community connections, drive economic impact and reduce operational cost and liability.

The result? A more authentic, community-driven way to experience the World Cup—one that invited people to explore the city, discover new places and feel like they were part of something bigger.

And, as many people put it:

“The vibes were immaculate.”