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Sony FIFA World Cup

Project lead for concept development and live global implementation of a Sony World Cup 3D brand activation.

Brief objective was to launch a new era in ground-breaking TV technology to a football audience and establish Sony’s leadership in this field.


Solution was to build a large-scale, break-through Sony 3D World to showcase content. This was an immersive brand experience that enabled visitors to watch World Cup match highlights in 3D for the first time ever. The 3D World was designed to take consumers as close as possible to all the tournament action as well as sample a host of Sony 3D content and 3D gaming.


The experiences were built and run simultaneously in month long activations in the FIFA Fan Festivals in five global iconic locations/ landmarks (Darling Harbour in Sydney, Zocalo Square in Mexico City, Piazza Di Siena in Rome, Trocadero in Paris and Brandenburg Gate in Berlin).


The challenge as project lead was to ensure consistency of build, experience and operation across all locations live at the same time, working with multiple international suppliers and the Sony global team and local markets.


The result was over 130k visitors seeing 3D football content for the first time.

Client / 

Sony Global


Agency / 

iris Worldwide


Project duration / 

10 months

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