2026FIFA x DoorDash World CupDoorDash
Summer of DashPass
I worked on Summer of DashPass, DoorDash’s largest campaign of the year supporting its FIFA World Cup 2026™ partnership, in collaboration with GUT LA. The campaign transformed everyday deals into high-energy, culturally relevant moments through a playful illustration system rooted in the theme of fan insanity, capturing the over-the-top passion, chaos, and emotional intensity of sports fandom. We brought this to life through dynamic, painterly scenes where athletes and fans collide with exaggerated food elements in surreal, mid-action moments, turning deals into spectacle.
As a Senior Designer, I contributed to developing the illustration style while we built a scalable visual system that could support a high volume of assets across digital, paid, and CRM channels. With many designers working on the campaign, we focused on maintaining consistency while enabling flexibility, defining how illustrations paired with typography, color, and messaging across formats. The result was a bold, motion-forward campaign that elevated deal storytelling and supported efficient production at scale.
DoorDash Creative Team
Head of Design: Ruby Lee
Lead Designer: Avalon Murray
Senior Designer: Eva Edgren
Senior Designer: Jamie Nichols
Designer: Neha Lee
Copy Lead: Christina Li
Illustrations
Olho Bala
Gut LA
Deliverables
Guidelines: 35 page document and templates
Assets: 1,000+ in-app assets