Kosovo had never hosted a major FIFA tournament, so the promo had to do more than announce an event. It had to tell local gamers that competitive gaming had arrived. We built the trailer from real in-game footage and drew over it with hand-drawn characters, halftone textures, memes and bold type, so it felt like the internet culture players already live in. The goal was to build hype fast, get the trailer shared across gaming communities, and make players want to be part of the first one.