Sin Frío

The Mexican National Football Team had been eliminated from the last five World Cups in the quarter-final. There, this coincidence was called “Curse of the fifth match.” So during the FIFA World Cup Russia 2018, we asked the players what is the key to end this curse. The answers became posters and a music video featuring players. The initial phase of the "Sin Frio" (No Fear) campaign drew inspiration from Mexican urban culture art, incorporating elements from lucha libre, musical posters, and a blend of folklore and Aztec battle motifs. All materials were crafted inspired by techniques reminiscent of street posters to empower the players and establish a meaningful connection between football and culture.