“IT ALL STARTS WITH PANINI” - OFFICIAL STICKER COLLECTION CAMPAIGN

LEAD AGENCY: ATHLETE SPORTS AGENCY
PRODUCTION AGENCY: AFFIXXIUS
DIRECTOR: DAVID WHAYMAN
DOP: DANIEL EASTGATE
PRODUCER: LIAM WADD
HEAD OF POST: PETE BLACK
EDITOR: FREDDY ANGELL
VFX: ANDY KIERNAN
MOTION GRAPHICS: JONNY NORTON
EXECUTIVE PRODUCER: TIM CABRELLI

CREATIVE DEVELOPMENT

CAMPAIGN STRATEGY

INTERNATIONAL VERSIONING

SCRIPT DEVELOPMENT

CASTING

PRODUCTION

VFX

POST PRODUCTION

COLOUR GRADE

SOUND MIX

SOCIAL CUTDOWNS

DRONE CAPTURE

STILL IMAGERY CAPTURE

Athlete Sports Agency approached Affixxius to help create and deliver the global hero campaign for the official 2026 FIFA World Cup sticker collection.

Tasked with creating a campaign capable of working across more than 150 countries, multiple languages and every major content format, Affixxius and Athlete led the project from the initial creative through to full in-house video production, VFX and post production delivery. 

The Creative Concept

The campaign centred around a simple but powerful insight: long before the tournament begins, Panini is often the moment the World Cup starts to feel real. Sticker albums arrive, packs are opened and football fans everywhere begin building excitement for the biggest sporting event on the planet.

The “It All Starts With Panini” concept was designed to recreate the emotion of opening a sticker pack for the very first time. The hero commercial follows two collectors opening packs at their kitchen table, only for football legends to step directly into their world as imagination and reality collide. 

Global Sports Commercial Production

Affixxius managed the end-to-end production process across creative, filming, post production and international delivery. The project included:

• Global TV commercial production 

• Multi territory advertising adaptation 

• Social media video production 

• International versioning and localisation 

• In-house VFX and compositing 

• Colour grading for broadcast and digital delivery 

• Athlete and celebrity led content production 

• Campaign asset delivery across multiple platforms 

The campaign featured internationally recognised football talent including Harry Kane, Roberto Baggio, Fabrizio Romano and Pierluigi Collina. 

Full Service Video Production & Post Production

From initial concept development through to final campaign delivery, every stage of production was handled in-house by the Affixxius team. Extensive VFX sequences, transformation effects and final grading were all completed internally, ensuring creative consistency and rapid turnaround across every market and format. 

The result was a global sports advertising campaign designed to connect generations of football fans through nostalgia, imagination and one of the most iconic traditions in world football culture.

HERO FILM — 60” (BROADCAST & ONLINE)

30” CUTDOWN — BROADCAST & ONLINE

BOTH DELIVERED IN 16:9 AND 9:16

FIVE INTERNATIONAL TERRITORY VERSIONS (UK/INTERNATIONAL, USA, SWITZERLAND, MEXICO, FRANCE)

TEASER CAMPAIGN — ‘LET THE GAMES BEGIN’ — FEATURING PIERLUIGI COLLINA AND ROBERTO BAGGIO

DREAM TEAM SOCIAL VIDEO SERIES

DRONE STADIUM FOOTAGE

SOCIAL CUTDOWNS ACROSS MULTIPLE FORMATS AND TERRITORIES

PR AND CAMPAIGN STILLS