Reality Upgraded — FIFA World Cup 2026
In 2022 I documented the tournament from the outside.
In 2026 I'm going inside.
A new creative format for brands at the World Cup.
Explore the conceptWhy This Matters
The 2026 World Cup will be the biggest in history. 48 teams, 104 matches, 16 host cities across three countries in North America. More than six billion people are expected to follow the tournament. Brands will inject an estimated $10.5 billion into the global ad market around the event.
Attention is no longer concentrated in one place. Audiences are connecting with the tournament across dozens of touchpoints: before, during, and after matches. Where football meets culture, music, fashion, food, and city life. Today's World Cup audience is younger, more digital, and more sceptical of traditional advertising than at any previous tournament.
Most brands will show up. The question is how. This is a different approach. A way to exist inside the tournament, not just around it. To create something people feel, not just watch.
The Concept
"I'm no longer
documenting reality.
I'm upgrading it."
Reality Upgraded is a first-person creative framework that places the viewer inside the tournament. Not as a spectator. As a participant.
Real moments. Real access. Transformed into something more cinematic, more immersive, and more emotionally charged than anything traditional coverage can produce.
Built for brands who want to stand out, not blend in.
The Framework
Player Imagination
The tunnel. The pitch. The weight of a nation on your boots.
Fan Imagination
When 80,000 strangers become one. Energy, chaos, and emotion at a scale you can feel.
Creative Director's Imagination
Who sees every moment as a story to be told. Where everything has an aesthetic.
What This Becomes
Who I Am
Co-Founder of Beautiful Destinations, one of the most recognised visual storytelling platforms in the world, built to a 50M+ global audience. Over a decade directing campaigns for Apple, HBO, Rolls-Royce, Canon, and Mastercard.
Owned audience across Instagram, TikTok, and YouTube
See the workProven at the Highest Level
2022 — Qatar
Chosen personally by Instagram to document the world's passion for football. 40 destinations in 68 days, filming in real time as the tournament unfolded.
2022 — Qatar Airways
Created the official FIFA World Cup launch video for Qatar Airways. Shot entirely on iPhone. Multiple award nominations for originality and innovation.
2018 — Russia
14 countries, 14 days. Fans and professional footballers from around the world. The original proof that football, travel, and cinematic storytelling belong together.
Summer 2026
A continuous story across the biggest stages of the tournament. Following the culture, the fans, and the moments as they unfold.
A Small Number of Founding Partners
Reality Upgraded is being built with a limited number of brands for 2026. Those conversations are happening now.
Early partners won't just appear inside the format. They'll help shape how it evolves.
Let's Talk
I'm currently speaking with a small number of brands for 2026.
If this resonates, let's set up a quick call.
