Project Overview
AI League was a casual, free-to-play mobile football strategy game developed by Futureverse in partnership with FIFA. Instead of directly controlling players, users acted as coaches for stylised "AI All-Stars"—managing the team, blending skills, and stepping in tactically during autonomous 4-on-4 street football matches. The project was a huge success, gaining over 500,000 onboarded players within its first five months of launch.
The Objective
The main goal was to create a frictionless onboarding experience into AI and Web3 gaming. By using fast-paced gameplay, vibrant street-art aesthetics, and interactive prediction brackets during the Men's and Women's World Cups, the game was designed to capture and engage a younger, digitally native audience.
My Role
I was heavily involved in the end-to-end creative process for The AI League: FIFA Women’s World Cup 2023™ Edition, working closely with the team to bring ideas to life for this major launch while managing multiple projects and tight deadlines.
I helped translate complex ideas into friendly, engaging social campaigns, paid media, and content to drive awareness and engagement. To keep our visual identity consistent across all digital touchpoints as the project grew, I built our brand libraries, templates, and asset components from scratch in Figma. Alongside this, I established the formal brand guidelines to help safeguard the visual identity and make sure everything stayed sharp. Finally, I handled the digital advertising rollout by creating the HTML5 ads from initial concept through to final delivery, ensuring our marketing assets were dynamic, optimised, and aligned with the game's style.
