Timeout Against Hate marked a landmark moment for FCAS – the first-ever cross-league anti-hate campaign uniting major sports figures across the NFL, NBA, NHL, MLB, WNBA, MLS and more. Inspired by a behind-closed-doors meeting between Robert Kraft and top league commissioners, the campaign launched during the October NFL primetime slot, with a powerful call: it’s time to call a timeout against hate.

We partnered with FCAS and GroupM to translate Timeout Against Hate into a digital experience that matched its emotional weight – delivering a fast, bold and flexible campaign hub that blended storytelling, action and live social energy. Built around an Instagram-style interface (inspired by the platform’s search feed), the landing page reimagined bento design through a Gen Z lens – modular, visual-first tiles combining campaign footage, league content, data points and real-time ways to get involved.

Optimised for mobile and designed for momentum, the experience met users where they were – whether arriving from the Super Bowl ad, social feeds or league partnerships. It earned strong praise from stakeholders and gave FCAS a repeatable campaign model for future moments of cultural significance.

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