Footballco × Coca-Cola · FIFA World Cup 2026
José vs Mourinho
An AI-powered social series for the FIFA World Cup 2026. A digital twin of José Mourinho argues with himself about football, every day of the tournament.
- Client
- Footballco (GOAL)
- Partners
- Coca-Cola, Google Cloud, GRAiL
- My role
- Creative Producer, Creator Manager
- Result
- 40M+ views
REEL_02The idea
Two versions of Mourinho take opposite sides of football's big debates, the same way a fan's mood swings every few minutes during a match. It's built for entertainment, not tactics, and it ran in real time across the whole tournament.
What I did
- Creative producing across the campaign
- Managing 20+ creators in English, Spanish and Portuguese
- Looking after a creator budget close to seven figures
Output
Daily episodes and 200+ pieces of content during the World Cup, published on TikTok, Instagram, YouTube, X, Facebook and GOAL.
Result
More than 40 million views across the creator collabs.
I worked with Alex on Footballco’s 2026 World Cup activity (Coca-Cola). Alex is very easy to work with, has excellent production fundamentals and a high degree of flexibility. On this project he oversaw areas of video production and creator management for a large, complex, high-intensity branded content campaign.