Campaign Type: Integrated Public Health Campaign Client: Los Angeles County Department of Public Health / SAPC Role: Creative Director + Art Director
Winning Starts With
60-Sec Campaign Commercial Los Angeles County Department of Public Health’s Substance Abuse Prevention and Control program needed a campaign that could bring harm-reduction messaging into the energy of the 2026 FIFA World Cup without feeling clinical, restrictive, or judgmental.
Team Friday built the campaign around a simple idea: winning starts with the choices that help everyone celebrate safely. Messaging focused on three behaviors, pacing yourself, finding a safe ride home, and avoiding an overdose, supported by an energetic visual system, a custom soccer-ball mascot, authentic local talent, and multilingual creative in English, Spanish, and Farsi.
Creative direction
extended across the full campaign ecosystem, from helping shape the script and translating it into scene-by-scene storyboards to guiding production, supporting cast selection and talent direction, and overseeing the commercial edit. The campaign’s motion elements, title cards, end cards, digital, social, print, radio, mascot, and in-venue materials were developed as one cohesive system.
Soccer Ball MascotThe campaign reached audiences across Los Angeles County through a 60-second commercial PSA, out-of-home, digital, social, radio, and bar and restaurant placements, including coasters, table tents, window clings, and posters.
OOH Billboard
Display Ad
Bar Coasters
Behind-the-Scenes Impact
71,752,198
Total campaign impressions
1,170
Radio spots across English, Spanish, and Farsi
2,100,287
Commercial PSA impressions across 219 platforms and websites
127
Bars and restaurants received campaign materials
26
Billboards
14
Bus Shelters
90
Bus Tails