INTER MIAMI CF

Inter Miami CF Launch

The vision of Inter Miami CF (IMCF) is to be the world’s most inclusive soccer club.

We developed “This is Miami” after researching the eclectic melting pot of Miami and its soccer community, before launching the club’s crest, colours and values. From a documentary exploring the design of the emblem to a club launch that paints the streets of Miami pink, the campaign highlights the city’s personality, its icons, its street artists, and, of course, its people. Working with David Beckham and his team, it achieved a global reach, embracing digital, social, outdoor, print and broadcast, it was picked up internationally by major news networks.

Creative credits: John Cross, Joseph Davies & Finn Houston

Role: Account lead and producer, partnering closely with David Beckham Ventures and the club whilst we undertook research across the city to define the club strategy, crafting a digital strategy, managing the club’s social channels before the big reveal.

Result: Within 48 hours of launching, the club’s followers grew by more than 200%, the resulting media attention generating more than one billion impressions.