Facebook - Ritual Season
The World Cup isn't just about what happens on the field. It's about the rituals that happen before kickoff, during every tense moment, and after the final whistle. We partnered with DEPT to create a piece for Facebook to celebrate the superstitions and traditions that turn everyday fans into a global community. Our challenge was to capture those moments in a way that felt joyful, authentic, and universally recognizable. Rather than focusing on one country or culture, we illustrated a world where people from different backgrounds came together around a shared love of soccer. The result celebrated the idea that while every fan has their own ritual, the excitement of the game brings everyone together. BIEN illustrated and animated a cast of expressive characters using a combination of hand-drawn cel animation and After Effects. The mix of techniques gave the piece an energetic, handcrafted feel that matched the passion and spontaneity of match day. By centering real fan behaviors instead of the game itself, the campaign tapped into the emotional side of the World Cup. It reminded audiences that fandom is built as much through shared rituals as shared victories. For us, this project was another example of designing with, not for. By portraying fans from different backgrounds living in the same community, we celebrated the diversity that makes soccer the world's game. The story wasn't about where people came from. It was about what brought them together.
The World Cup isn't just about what happens on the field. It's about the rituals that happen before kickoff, during every tense moment, and after the final whistle. We partnered with DEPT to create a piece for Facebook to celebrate the superstitions and traditions that turn everyday fans into a global community. Our challenge was to capture those moments in a way that felt joyful, authentic, and universally recognizable. Rather than focusing on one country or culture, we illustrated a world where people from different backgrounds came together around a shared love of soccer. The result celebrated the idea that while every fan has their own ritual, the excitement of the game brings everyone together. BIEN illustrated and animated a cast of expressive characters using a combination of hand-drawn cel animation and After Effects. The mix of techniques gave the piece an energetic, handcrafted feel that matched the passion and spontaneity of match day. By centering real fan behaviors instead of the game itself, the campaign tapped into the emotional side of the World Cup. It reminded audiences that fandom is built as much through shared rituals as shared victories. For us, this project was another example of designing with, not for. By portraying fans from different backgrounds living in the same community, we celebrated the diversity that makes soccer the world's game. The story wasn't about where people came from. It was about what brought them together.
The World Cup isn't just about what happens on the field. It's about the rituals that happen before kickoff, during every tense moment, and after the final whistle. We partnered with DEPT to create a piece for Facebook to celebrate the superstitions and traditions that turn everyday fans into a global community. Our challenge was to capture those moments in a way that felt joyful, authentic, and universally recognizable. Rather than focusing on one country or culture, we illustrated a world where people from different backgrounds came together around a shared love of soccer. The result celebrated the idea that while every fan has their own ritual, the excitement of the game brings everyone together. BIEN illustrated and animated a cast of expressive characters using a combination of hand-drawn cel animation and After Effects. The mix of techniques gave the piece an energetic, handcrafted feel that matched the passion and spontaneity of match day. By centering real fan behaviors instead of the game itself, the campaign tapped into the emotional side of the World Cup. It reminded audiences that fandom is built as much through shared rituals as shared victories. For us, this project was another example of designing with, not for. By portraying fans from different backgrounds living in the same community, we celebrated the diversity that makes soccer the world's game. The story wasn't about where people came from. It was about what brought them together.
The World Cup isn't just about what happens on the field. It's about the rituals that happen before kickoff, during every tense moment, and after the final whistle. We partnered with DEPT to create a piece for Facebook to celebrate the superstitions and traditions that turn everyday fans into a global community. Our challenge was to capture those moments in a way that felt joyful, authentic, and universally recognizable. Rather than focusing on one country or culture, we illustrated a world where people from different backgrounds came together around a shared love of soccer. The result celebrated the idea that while every fan has their own ritual, the excitement of the game brings everyone together. BIEN illustrated and animated a cast of expressive characters using a combination of hand-drawn cel animation and After Effects. The mix of techniques gave the piece an energetic, handcrafted feel that matched the passion and spontaneity of match day. By centering real fan behaviors instead of the game itself, the campaign tapped into the emotional side of the World Cup. It reminded audiences that fandom is built as much through shared rituals as shared victories. For us, this project was another example of designing with, not for. By portraying fans from different backgrounds living in the same community, we celebrated the diversity that makes soccer the world's game. The story wasn't about where people came from. It was about what brought them together.
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Credits
Client
Facebook
Agency
DEPT
Creative Director
Insert Name
Producer
Maria Lucia Dore
Copywriter
Insert Name
Art Director
Insert Name
Studio
BIEN
Creative Director
Hung Le
Executive Producer
Ricardo Roberts
Producer
Alisha Kramer
Art Director
Carlos Alegría
Animation Director
Alejandro Imondi
Illustration and Design
Carlos Alegría, Alejandro Imondi, Andrea Gendusa, Claudio Araos, Felipe Fiori, Marco De Masi, Danilo Laynes, Rodrigo Poggi, Pasquale Garibaldi, Aruzhan Rakhymkanova, Juan Barabani
2D Animators & Compositors
Alejandro Imondi, Andrea Gendusa, Marco De Vecchi, Hozen Britto, Magali Garcia
Cel Animation
Marco De Vecchi, Eric Dias, Leandro Vargas, Patricio Rey, Melisa Farina, Juliana Gorgati, Clara Riavec, Julieta Soloaga, Axel Oil, Rodrigo Poggi, Leandro Vargas, Patricio Rey
Custom Music/Sound Design
John Poon
.avif)