Aiming to defy this narrative during the 2018 FIFA World Cup in Russia, we engaged directly with the national team players, asking them how they intended to break the curse. Their answers became the heart of a powerful campaign that came to life across Mexico City—on social media, billboards, and even the walls of the legendary Azteca Stadium during the team’s final friendly match before heading to Russia.
The first chapter of the “Sin Frío” campaign drew deeply from Mexican urban aesthetics, fusing lucha libre, street music posters, and Aztec warrior symbolism into a rich visual identity. Designed with a street-poster sensibility, each piece was crafted to rally national pride, empower the squad, and bridge the worlds of football and culture in an authentically Mexican voice.
