Adidas aimed to celebrate the launch of the official FIFA World Cup ball with a campaign that would capture the excitement of football and bring it to the heart of the city. The goal was to create a visually spectacular and shareable activation that connected digital storytelling with a tangible real-world moment, generating both online buzz and on-site engagement. This “teaser-to-reality” structure bridged digital virality with real-life spectacle, making audiences question what’s real while driving attention to the physical installation. The combination of motion tracking, compositing, and environmental CGI integration ensured the visuals felt believable and awe-inspiring, turning São Paulo’s skyline into part of Adidas’s storytelling canvas.