Description
Ahead of the 2026 World Cup, UNHCR launched its first campaign utilizing AI as a core creative tool, generating 1.2M organic views in under 24 hours. "More than a Game" transforms eleven refugee-born elite footballers into their younger selves, demonstrating how purpose-driven organizations can ethically leverage AI to stretch limited resources, scale impact, and drive global engagement.
This professional campaign titled 'More than a Game' was published in Germany, Switzerland, and United Kingdom in May, 2026. It was created for the brand: UNHCR, by ad agencies: ground6 and UPPERFAST. This Film medium campaign is related to the Other and Public Interest industries and contains 1 media asset. It was submitted about 23 hours ago by Executive Producer: Jacob-Lucas Burckhardt of UPPERFAST.
Credits
Client: UNHCR, the United Nations Refugee Agency Strategic Communications: Sarah
Epstein Senior External Relations Officer: Colin Kampschoer Communications
Officer: Biel Calderon Rincon Global Social Media Manager: Eleonora Cordella
Production Company: ground6 Director: upperfast Executive Producer: Jacob
Burckhardt, Julian Sünram Production Assistant: Antonios Douliakas AI Technology
Partner: Runway
Editor: Andrew Holmes
Postproduction: Obsidian Executive Producer: Imogen Pai Producer: Paolo Lucido
Creative Technologists & Animators: Lehlohonolo Ngwenya, Letlotlo Mangope
Compositing: Replayboys Studio Executive Producer: Max Hartmann Additional
Retouch: Ferdinand Kubiak
Color Services: Company 3 Colorist: Joseph Bicknell Color Producer: Casey Koster
Operations Managers: Shoko Mizuguchi and Jack Mohler
Music: Wolfsrudel Music
Audio Post Production: String and Tins Sound Design and Mix: Adam Smyth
Additional Sound Design: Adam Hare Audio Producer: Hetti Cook
Film processing: Cinelab London
