We started by challenging the basic assumptions of the physical spaces that sports media inhabit at big tournaments. There was no way we were going to invest in a large studio, order in the matching blazers, and sit there talking among ourselves for the next month.

Instead, we built a bespoke, live event space right in in the heart of Moscow to coincide with the launch of the tournament. Based at Trekhgornaya manufaktura, a destination complex for the city’s creative community that comprises start-ups, bars, and restaurants, the COPA90 Club House provided a platform for Russian football fans to showcase their creativity to the rest of the world. Using football exhibitions and art to provide a vibrant backdrop for a series of film screenings and panel events throughout the tournament.

We wanted to use our ability to tell the stories that no-one else in football was willing to by using our influence and authentic voice to cut through the noise and the fear. To weave COPA90 into the fabric of the World Cup conversation, to inform the zeitgeist, and to help position the beautiful game at the heart of pop culture.

And we wanted to do this in close proximity to the fans. Our World Cup activity had to provide

an antidote to the traditional broadcast media studios at tournaments, which cut themselves off from supporters behind the glass of their plush studios. Our whole approach was designed to deliver a real hit of the passion and excitement that surrounded the World Cup in Russia.

Once we had our central space, we set about planning a whole array of amazing content. The World Cup demonstrated the power of COPA90’s studio – during the tournament we produced 6,000 individual units of content and developed several innovative video formats – including The World Cup Show, From Russia With Love, a special World Cup version of the renowned FIFA & Chill format and Mission to Moscow, our travelogue that brought to life the fan stories from around the tournament.

And we launched a new show on Snapchat Discover, sponsored by Visa, producing exclusive pop-up publisher stories with 45 daily editions throughout the event. Each provided fans with an actual window onto the Russia World Cup, complete with COPA90’s unique style and irreverent tone.

Back in London, we collaborated with Two Tribes Brewing to create a new beer, ‘Match Day IPA’, which was distributed across London pubs and shops.

Our World Cup content attracted 693 million views, and we added 687,000 followers during the tournament.

An important part of our studio’s creative approach is to actively engage our audience, and our World Cup content achieved 11 million engagements from fans in the shape of shares, likes, or comments.

‘Mission to Moscow’ proved to be a big success for PUMA in reaching the COPA90 audience, capturing an outstanding 1,596,321 views at a £0.01 cost-per-view, and an industry-leading 76% view completion rate.

And PUMA was delighted. “Thanks so much for a great campaign, the episodes are great - my favourite output from our World Cup campaign." Gary Dixon - Head of Teamsports marketing BU, Puma.

The launch of our ‘Match Day IPA’ beer was also a big hit, with 10,824 pints sunk across 20 pubs and shops in London (including The Craft Beer pubs and retailer Selfridges).