A lot of brands are probably telling you how much they love soccer. But SuperHeroes is asking a different question: where did any of this actually come from?
The Football Files is the new campaign from SuperHeroes created as part of their creator platform, Made with Lenovo Yoga x Copilot+ PC, which brings to life soccer’s most pressing and curious questions. The spots are brought to life in AI-powered short films that explore the fact and fictional origins of the game’s most iconic rules, objects, and traditions, such as where it all started. Why red and yellow cards? Who designed the ball, and why does it look like that?
It’s unlike anything else that will hit the feed during the FIFA World Cup 26™. Each episode answers those questions with complete narrative confidence and a slice of historical accuracy.
The series is narrated by Ben Black, a fan favorite soccer content creator with 1.3 million Instagram followers. Ben brings a fan-first voice that his community trusts and has surprising cameos in each of the films, with every Football File posted and shared as a collab across channels with the lead artists throughout the FIFA World Cup 26™.
“The Football Files is about stories we could never tell before. In Matt Zien’s cut, he takes you on a journey from ancient Mesoamerican ball games through medieval mob football, past the present, into a future where the kicking never stops, even after the word ‘football’ is forgotten,” says SuperHeroes’ Chief Creative Hero, Rogier Vijverberg. “We’ve built something thumb-stopping for the World Cup and are also playfully innovating creator marketing along the way.”
Each hero episode is followed by a “How I Made It” companion video that provides a behind-the-scenes look at the creative process, the AI tools, and the role the Lenovo Yoga and Microsoft Copilot play in bringing the work to life. The campaign also consists of a range of 30s commercials and social assets.
The result is a FIFA World Cup 26™ campaign that proves when you give great AI artists a great creative challenge and the right tools, the work speaks for itself.
To view the video, click here: https://www.instagram.com/reels/DZ5LDnYur2U/
