WSF Produces New Sports Campaigns Featuring Global Icons

As the worlds of global sport and entertainment collide this summer, Washington Square Films is proud to lead production on campaigns spotlighting some of the biggest names in soccer (or fútbol), Formula 1, tennis, and other major sporting milestones. With the FIFA World Cup 2026 on the horizon and the Formula 1 season underway, our athlete-driven campaigns place authenticity, fandom, and human connection at the center of storytelling.

Most recently, we once again produced Lay’s latest “No Lay’s, No Game” activation alongside Slap Global and hungryman Productions, bringing together Lionel Messi, David Beckham, Thierry Henry, Alexia Putellas, and Steve Carell for “The Epic Watch Party.” The campaign, which launched ahead of the FIFA World Cup 2026, has already generated widespread coverage across outlets such as Ad Age, Fast Company, and Marketing Dive for its fan-first approach and star-studded cast. The work reflects a growing shift toward immersive, culturally driven sports storytelling as brands build excitement for the upcoming tournament.

Beyond football, WSF also recently produced campaigns centered around two of the world’s most recognizable athletes: Lewis Hamilton and Serena Williams. San Pellegrino’s “Dinner Dialogues” features Hamilton in an intimate, unscripted conversation with lifelong friends, offering a more personal look at the Formula 1 icon as the racing season accelerates worldwide. The campaign earned coverage from Adweek, Shots, LBB, and Hypebeast for its documentary-style approach and emotionally grounded storytelling. Meanwhile, Heineken 0.0’s new social campaign starring Serena Williams celebrates the fast-growing sport of padel, with the tennis legend surprising players in Miami as part of the brand’s global ambassador launch. The campaign drew attention across sports, marketing, and culture outlets, including Forbes, Adweek, MSN, and Complex.