International Champions Cup. Bigger than Life.

The International Champions Cup is an annual club association football exhibition competition. It features club teams from Europe playing pre-season friendly matches in the United States. HZ was tasked with creating a campaign to promote their 2017 summer season.

This direction goes a step further by making players literally great, in both size and talent, and by emphasizing what it truly means to have athletes of this caliber play in the U.S. The greatness of these athletes is communicated by making them appear bigger than stadiums, bigger than monuments, even bigger than the game itself. It’s the visual representation of how you feel when you finally get to see the stars of soccer play in your city. To the rest of the world, they’re the giants of the game. The titans of the pitch. And this is your one chance to see them play.