Mastercard // Octagon
Mastercard Womens Rugby World Cup 2025
Art Direction & Creative
Mastercard wanted the momentum behind the women's game made tangible, something a player could feel in her hands the moment she won Player of the Match at the World Cup 2025.
'Rugby Moves Us' is built on the flow, physicality, play and camaraderie of the women's game, the same things pulling new fans in. We interviewed World Rugby and their ambassador, Maggie Alphonsi. From this, I distilled those conversations into four distinct elements from our interview and research. Jackson Fawkes Studio cast the forms into solid glass and helped bring a visual style to each element through glass sculpture techniques, making each trophy slightly unique due to the production method. This campaign was developed into further social assets, which ran across Mastercard and World Rugby's channels. I also created an activation space inside Style Of Our Own, Mastercard's home of women's sport over summer 2025.
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ECD: Ryan Shaw
Art Director // Senior Creative: Jen Heale
Creative Team: Iman Siyad & Jaël Makelemi
Trophy Design & Production: Jackson Fawkes Studio
Work Produced at Octagon / Frukt
SPEED
"Players are just playing what's in front of them. They're just having a go. They're backing themselves. They're confident in their own ability...”
Adaptability
"They're unapologetic of who they are and how good they are.” "She's good on the ball and off the ball. She's very creative. A bit like someone would say as a Dupont."
PHYSICALITY
"One of the things that have changed,
like in any situation where you go from
amateur to professionals, it is the
fitness and the intensity. So, fitness
intensity, I'd say the physicality as well.
The game has absolutely changed. We
see big hits."
UNITY
“The pioneers of the game... women of the modern day, who are changing it. Changing their attitudes and having to fight the fight off the field."
