Four World Cups on the ground

Big tournaments move fast. I was part of the team making sure the content kept up, from developing new YouTube formats to running a daily TikTok Live show.

• Producing on site during the tournaments
• Post-production and editing
• Looking after the archive
• Developing formats and stories
• A daily TikTok Live show

At Qatar 2022 I was a post-producer and editor, but developing the long-form YouTube formats was where I had the biggest impact. For The Culture Club, the host went out, shot the interview and some B-roll, and then it all just landed on my desk. So I sat down with him and said: okay, now we need to develop this into a story, and we need to develop the format. That took the whole thing to another level.

Stitching the Globe worked the same way. The creators had a rough idea, and I was like an executive producer on the story: developing it, sending them out with new tasks to shoot, and then briefing the editor on how we'd shape the story so it works. The Culture Club and Stitching the Globe I really shaped throughout. On Road to the Final I was slightly less involved: I managed the post-production and advised.

Watch The Culture Club: Morocco

20+ pieces of content every day across the 40-day tournament, with me managing the on-site creators across 2 time zones.

The TikTok Live show was a daily show that first started at the Women's World Cup 2023. There it was still hosted and managed by HBS, and we delivered content to the show every single day for them to livestream.

At the FIFA U-17 World Cup in Indonesia in 2023, I produced and managed a daily TikTok Live show all on my own: creating the storyline, briefing the creators on what to film, then briefing the editor so it could be edited and delivered every single day before going out live. Every morning I checked in with the social media team on how it performed: where the cut-off times were, where people dropped off, what they watched more and what the stats said, so we could improve it for the next day.

All content shown on this page is the property of FIFA, and all copyrights remain with FIFA. It is presented solely to illustrate my role and contribution as part of the FIFA team. No ownership or sole authorship is claimed.

Happy to talk you through it on a call.

Creative Producing · Content Strategy & Concept · Post-Production & Workflow