2022 FIFA World Cup

Editorial Social Strategy

Role: Social Media Producer / Editorial Lead
Focus: Editorial systems, visual consistency, and narrative clarity across a high-volume global cultural moment.
Platforms: Instagram, TikTok, X
Posts: 123
Video Views: 5.5M
Engagements: 3.1M

Context:

The World Cup is one of the most saturated cultural moments in sports, with audiences consuming content from every possible angle. The challenge was not volume, but editorial clarity, creating a social presence that felt cohesive, intentional, and emotionally resonant across the full tournament cycle.

Strategy:

I partnered closely with a graphic designer and producer to establish a comprehensive editorial system for the tournament. This included:

A consistent visual language and motion style for daily coverage

A clear hierarchy for match moments, narratives, and cultural beats

Custom graphics for finals, awards, and key milestones

Rather than reacting to every moment equally, we focused on editorial framing, deciding which moments deserved amplification and how they should be presented to feel meaningful, not disposable.

Execution:

Collaborated on the overall look, feel, and pacing of World Cup content

Worked with a producer to script and shape the final World Cup-winning animation, aligning emotion, timing, and visual payoff

Maintained consistency across platforms while adapting tone and format to platform behavior

Impact & Learnings:

The work reinforced the value of editorial systems over reactive posting. By committing to a defined style and narrative structure, the content felt cohesive across a long, high-volume event; helping audiences recognize and trust the brand’s voice throughout the tournament.