Overview

As Principal Product Designer, I developed and executed the promotional strategy for the 2022 FIFA World Cup across Spectrum’s IP-based STVA apps. This work involved direct collaboration with broadcast partners NBC and FOX, who hold the U.S. broadcasting rights to the tournament, and resulted in the creation of a reusable event promotion framework that continues to be applied for subsequent World Cup campaigns.

Unlike the traditional QAM-based approach, this project was entirely IP-driven, requiring the promotion of live and on-demand World Cup content through affiliated linear channels, delivered uniformly across Apple TV, Roku, Xumo, Xbox, Samsung Smart TVs, and iOS/Android mobile platforms. The final strategy integrated a time-based bracket navigation system, promotional banners, and full-screen takeovers to highlight priority matches and drive engagement.

My Role

I led the project from initial strategy to final execution, overseeing both the creative direction and the cross-team coordination needed to deliver a consistent multi-platform experience. My work began with partnership discussions with NBC and FOX to align promotional strategies. Since these two networks do not work directly with each other, Spectrum’s role was to serve as a neutral intermediary, creating a unified approach that respected each partner’s requirements and branding.

I reviewed partner marketing portals to evaluate available assets and ensure compliance with legal requirements. I then transformed these materials into tailored promotional concepts for Spectrum’s IP products, shaping them into pitches for both NBC and FOX stakeholders. The resulting creative direction was centered on a World Cup event portal designed with a bracket-based information architecture, enabling customers to browse matches by date and quickly identify highlighted games.

Because of my prior experience in editorial design and photography, including work for the United States Olympic Committee, I took a lead role in the acquisition and editorial refinement of imagery. This included ensuring that all visual elements met broadcast-quality standards, often making manual adjustments or even redrawing missing or incorrect team logos. I coordinated closely with platform designers to adapt the concepts for each device while maintaining consistent branding and user experience.

Process & Deliverables

The project began with the creation of a World Cup promotional framework that could be reapplied to future large-scale sports events such as the Olympics and March Madness. I developed initial concepts that balanced partner brand requirements with Spectrum’s design system, documented the cross-platform promotional architecture, and incorporated both existing UI components and newly proposed interaction elements.

Working closely with the editorial team, I oversaw the acquisition and quality control of imagery from Gracenote and other sources, correcting any inaccuracies and ensuring the assets would display correctly across all platforms. I facilitated the downstream execution with each platform’s dedicated designer, monitoring progress and removing blockers so the campaign could launch seamlessly across the entire STVA ecosystem. This collaborative effort ensured that customers nationwide experienced a high-quality, consistent presentation of World Cup content, regardless of the device they used.