UEFA Champions League 2026

Taking “It Happens on PS5” from global campaign platform to an immersive Champions League Final experience.

For the 2026 UEFA Champions League Final in Budapest, I led the creative direction and design of PlayStation’s event experience, translating the “It Happens on PS5” campaign platform into a physical world for one of football’s biggest cultural moments.

My role covered the creative development of the experience from concept through delivery, spanning large-scale environmental design, hospitality spaces, installations, PlayStation football shirts and hundreds of individual brand touchpoints.

Rather than creating a standalone event identity, we brought the global campaign to life in three dimensions, using the surreal, cinematic world of “It Happens on PS5” to create an experience that felt connected to the wider PlayStation brand while being distinctive to the Final.