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 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 where the central medium was video – not just for capturing attention, but for reflecting potential. We invited a group of young female soccer players to what they believed was an ordinary photoshoot. Behind a curtain, a hidden team of AI specialists listened to each girl as they chatted on set - their hopes, dreams, and personalities shining through. 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 as a surprise 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.
The AI video portraits were so powerful, they became a central component of a paid media campaign, allowing the social experiment to reach and inspire millions across the country. What began as an intimate moment between girls and their families scaled into a national message of possibility. The campaign exceeded expectations – surpassing the impressions goal at 138%, achieving 122% of the projected reach, and maintaining a 96% viewability rate across all platforms.