VISA
PENALTY CHALLENGE
A swipe-based HTML5 mobile game that let fans win FIFA tickets.
In 2010, Russia landed its first major football tournament — the 2017 FIFA Confederations Cup. Visa, FIFA's global sponsor, wanted to connect with millennials and get them using Visa cards more. The challenge? How do you reach people when they're glued to their phones?
Millennials and Gen Z live and breathe football — they play it, watch it, and game it. So we connected the real and virtual worlds of football through a mobile game built around the most intense moment: the penalty kick.
Main screen
We built a mobile and desktop-friendly game. Instead of using CGI, we filmed a real goalkeeper in action with hundreds of different scenarios — saves and misses based on how users swiped. So every time someone played Penalty Challenge, it felt fresh.
Every Visa transaction gave people a chance to jump in and score a goal. The more goals you scored, the higher you climbed on the leaderboard — which meant winning real tickets and unique experiences at the 2017 FIFA Confederations Cup.
Experience was available in both desktop and mobile formats.
Animated titles.
Leaderboard. Users could compete with each other.
The campaign was supported by OOH placements and social media assets.
My role: concept development, art & creative direction, production supervision.