Field The Future

In Canada, one in two girls leave sport by late adolescence. Not due to a lack of passion, but because they’re not encouraged, supported, or given the same sense of belonging that boys often are. With its Play & Stay program, Visa set out to reverse that trend and show girls that when they stick with sports, they not only become better players, they also learn life-skills that help them be more successful off the field. Our brief was to build awareness, but our goal was to inspire belief.
Introducing Field the Future, a first-of-it's-kind, real-time, AI-powered brand experience that was cause-first in its purpose and unforgettable in its execution. We invited a group of young female soccer players to what they believed was an ordinary photoshoot. But behind a curtain, a hidden team of AI specialists listened to each girl as they chatted on set - their hopes, dreams, and personal stories. Using cutting-edge generative tools, we transformed those stories into hyper-personalized, AI-generated video portraits – to project who they could become if they stay on the field, right before their eyes.
Every detail was considered to help them recognize their future selves: freckle patterns, hair textures, posture and even what they’d wear as successful women in the future. The video portraits were crafted in real time, then revealed to the girls and their parents. The emotional impact was immediate and unforgettable. For the parents and their daughters, seeing what they could become if they stay on the field, made them believe it.
Then we gave them the spotlight. Their portraits premiered on the jumbotron at a live professional women’s soccer match, in front of thousands of fans. Parents cried. The girls beamed. A stadium cheered. And a cause — retaining girls in sport — became personal for every single person watching. The activation and campaign exceeded expectations – surpassing the impressions goal at 138% and achieving 122% of the projected reach.