People at an outdoor event with a Visa kiosk, two men in traditional Middle Eastern attire in the foreground, and various other people in the background.

Booth selling Visa gift cards at an outdoor event with a blue and white theme and a blue carpeted stage.

People gathered outside a Visa booth at an event, some wearing Spanish flags, with a purple building and sunset sky in the background.

The Challenge

Visa needed customer service booths at each stadium during the 2022 FIFA World Cup™ -basic, functional spaces where fans could get help with card issues. It was a necessity, but not exactly brand love material.

The Insight

Fans weren’t just attending a soccer match - they were showing up for their country. They wanted to represent, celebrate, and be seen. We realized the real value wasn’t in a booth that helped them pay - it was in helping them belong.

The Idea

Visa’s booths were operational - customer service spaces with operational budgets, not experiential ones. But the insight was simple and powerful: fans wanted to celebrate the match and the place they were in. So instead of flashy tech or buildouts, we used daily signage swaps to reflect the teams and host city. This smart, low-cost move turned a functional booth into a moment of cultural relevance and fan connection - delivering experiential-level brand exposure on an operational budget.

Experience & Design

Each day, fans saw bold, culturally informed graphics that reflected the teams playing and the host city. We intentionally incorporated Qatari and Arab cultural cues to ensure the visuals felt authentic and respectful. The booths offered fans a quick, meaningful way to mark the moment, snap a photo, or connect with fellow supporters. It was a simple, shareable experience rooted in place and passion.

Making It Real

As Art Director, I was on site in Qatar, overseeing daily execution across eight stadiums. This included guiding vendors, managing logistics, and making real-time creative decisions to ensure each day’s builds were installed smoothly and on time—bringing the creative idea to life across all eight stadiums.

The Impact

Visa’s stadium presence went from overlooked to Instagrammed. The booths delivered utility, yes—but more importantly, they delivered emotion. We turned a help desk into a ritual, proving that even a small footprint can have big impact when the idea meets the moment.