Kids in Russia need a lot of motivation. It is incredibly challenging to play football in a country where brutal winters, a conservative society and an entrenched sporting hierarchy stand in your way. But no matter the barriers - a new generation of young footballers in Russia are leading the way with a new-found freedom and attitude, redefining what it means to do sport in Russia.

In this World Cup year, as the host Nation, Nike Russia (not a sponsor of the tournament) needed to hijack the conversation. So instead of telling stories of professional footballers we wanted to shine a spotlight on the journey and mindset of real Russian Footballers and the street pitches (Korobkas) they call home.

We told a street footballer’s story on the streets themselves. Hundreds of pieces of street art were posted on street pitches (Korobkas) across Moscow in a guerilla outdoor campaign that took over the city. We leveraged a variety of placements that integrated our campaign into the football experience, ranging from the floor of a korobka to a large format wall beside it, to posters surrounding the perimeter of the pitch.

Each piece of artwork was also a single frame of animation that when stitched together became a highly viral film.