Marketing | Music | Culture | Football
Music × Football × Community
Sony Music Canada
Bringing the soundtrack
to matchday.
Music.
Football.
Community.
I created Stadium Sound to bring Sony Music Canada into that experience through music, design and community.
The idea started in summer 2025, ahead of Canada’s home World Cup. I developed the name, brand and logo concept, then brought the team and partners together to deliver it.
I wanted a brand that felt at home on matchday. The crest brought music and football together through speakers and a ball.
I carried that direction through the playlist artwork, street posters, jersey-inspired tee and Liberty Matchday materials. I worked with John Wellman to refine the logo and tee into finished artwork.
The playlist paired new releases and catalogue tracks with the energy of football, including Shakira’s “Dai Dai” and “Waka Waka.”
For “Dai Dai,” I approached Salsa & Sabor to bring the song into Toronto’s Latin dance community. Their local connection and Shakira’s Colombian roots made the collaboration feel natural.
I developed the concept and worked with Camila Cepeda, the Salsa & Sabor team and our videographers to bring it together: a community-led choreography session in Toronto, with 40+ participants learning and dancing together.
The brief was to capture the joy of joining in: learning the routine, finding the steps together and bringing your own personality to it. Salsa & Sabor led the dance, and the people who came along gave the piece its character.
The piece brought the song, football and Toronto’s Latin dance culture together. It also became part of our online advertising, alongside the wider Stadium Sound creative.
With WAVO, we turned the Salsa & Sabor piece and Stadium Sound creative into ads across Meta, TikTok and YouTube.
The campaign supported Shakira and Burna Boy’s “Dai Dai” and the playlist, bringing the music into fans’ feeds beyond the live events.
Our out-of-home campaign ran across Toronto and Vancouver, Canada’s two World Cup host cities, with Stadium Sound and “Dai Dai” posters near stadiums and busy fan areas.
With Left Field Brewery in Liberty Village, we brought Stadium Sound into the neighbourhood through Liberty Matchdays: six gatherings around Toronto’s tournament fixtures, with match screenings, DJs, branded touchpoints and giveaways.
The music helped shape the atmosphere. The playlist gave people something to take with them. A jersey-inspired tee, developed with John Wellman and Left Field, made the campaign something fans could wear, too.
Original campaign creative for the DJs and Salsa & Sabor programming.
A playlist to take with you.
A place to come together.
We also gave fans a way to stay connected with Sony Music Canada after matchday. Table materials, signage and brand ambassadors encouraged newsletter sign-ups, with a Stadium Sound prize pack to be won.
I led the project from the first idea through delivery, working with our internal teams and partners to keep the playlist, creative and live experience connected.
Music. Football.
A place to come together.
Left Field / Toronto
Results across the six-matchday series. Attendance is cumulative and may include repeat visits.
That’s what I’m proudest of with Stadium Sound. We took a connection that already existed between music and football and gave it a place, a sound and an identity. Seeing people turn up, wear the shirt and spend the afternoon together made the idea feel real.
Created and delivered at Sony Music Canada.
Original concept, brand & logo development: Iain MacNeil.
Matchday partner: Left Field Brewery.
Community dance collaboration: Salsa & Sabor, led by Camila Cepeda.
Digital media partner: WAVO.
Final logo and tee artwork: John Wellman.
Original photography and footage from the project archive.
Photography colour-treated and art-directed for this case study. Group cutout, product visual and typographic compositions created for the case-study presentation. Programming posters are original campaign artwork.