Take the Game Live
Three cities, one live broadcast and millions watching as Toma took street soccer—and its culture—to the world.
Challenge
Toma had already built a devoted following through local, in-person experiences in Los Angeles and New York. Our challenge was to bring that energy to millions of new fans live, connecting three cities simultaneously without losing the competition, music and culture that make Toma matter.
Solution
We brought together two behemoths, Nike and Amazon, for a first-of-its-kind live broadcast serving up street-soccer tournaments, musical performances and cultural drop-ins across Los Angeles, New York and Mexico City—all at once. We scripted and directed the show, creating the graphic design, motion system, recap films and hype videos that carried viewers through the Toma journey. Anchored by two hosts in Los Angeles, the broadcast bounced between live feeds, prerecorded stories and athlete appearances that kept all three cities connected and crowds turned all the way up. It was a hit: millions watched the first stream, paving the way for a second Amazon partnership broadcasting the Toma finals live from New York.
