Toyota Futbol Club

A Barrio Block Party Built Inside a Storm.

When the World Cup came, we didn't build a brand activation. We built a world and then let the fans endure it.

This one started with a brief and a blank page. The concept came together around a single idea — canta y no llores — a rallying cry for Toyota FC fútbol fans, built for the endurance and identity of the culture that surrounds the game. Futbolismo isn't a backdrop here. It's the whole point.

We started by building the world.

A fabricated storm tunnel. An octagonal 3v3 pitch. Two Toyota trucks were positioned at the entrance, theatrical and immediate, the first thing you see when you walk out the other side. A sculptural storm cloud suspended above the pitch. A DJ booth, a barber station, a content studio, a live mural artist, a merch shop. The kind of build where you spend months staring at renders and floor plans, and then one day it just exists in the world.

Then we brought the culture in.

The Aguante Collection — a limited merch drop with patches, pins, and a heat press customization station. In-vehicle experiences inside both trucks: a player card photo op in one, a lightning speed reaction game in the other. Mini soccer balls, crossbody bags, and scarves given away throughout the day. Match winners walked away with a box containing a medal and a JBL speaker. A live mural artist working throughout the activation. Food trucks stationed on the street outside. Every detail earned its place.

Then we invited fútbol fans to come hang out.

The storm came.
The fans endured.

Creative Direction, Concept Development, Experience Design, Set Dress, On-Site Creative Direction
David Waters (ECD), Arianna Castillo (3D Artist), Ann Kerr (Lead Producer), Elise Gautier (Assistant Producer), Aurora Bell (Sales), James Krajsa, Jeff Laird + Anthony Kling (Fabrication Leads), MaLee Thao (Shop Lead)