The 2023 FIFA World Cup. Think competitive action on-pitch, and off-pitch between the brands all looking to make a statement. Nike's move was to set up a responsive on-ground social lab, bringing together brand, creative and production talent from Nike Portland and R/GA Australia, including myself as the lab's motion lead. First the motion principles for Nike Football's coverage of the Cup were laid down, with an extensive system of branded content templates developed that could respond to game action in real-time across social and digital. Style was one thing. Speed was another. Once nailed, we worked alongside team Portland throughout the tournament at Nike's Melbourne HQ, covering 64 games and hundreds of assets, with the lab gaining 28K new followers over 30 days — Nike's biggest jump ever — and a 75% engagement rate across the same span. Cover and create. Rinse and repeat.