2025
EUFORIA
master's project
artistic direction
branding
THE BRIEF
EUFORIA is the creative outcome of my Master’s thesis Sport, Sweat & Symbols. After exploring how visual culture in sport shapes tribal and collective identities, I began to reflect on my own story, growing up across multiple European cultures, and asked: how could the positive mechanisms of sport be reimagined to strengthen a shared European identity?
In today's world, Europe is often perceived as a political or economic structure rather than something people emotionally connect with. With EUFORIA, I set out to change that narrative, using sport not as competition, but as a joyful, messy, human way to bring people together across borders. This project is a celebration of imperfection, spontaneity, and togetherness.
Visually and conceptually, EUFORIA blends design, branding, cultural storytelling, and fictional world-building. It imagines an alternative European gathering, not for professionals, but for everyday people, through invented sports, playful rituals, and shared emotional moments. It’s part campaign, part utopian experiment, and entirely rooted in visual identity as a tool for unity.
To anchor the concept, I wrote a manifesto that captures EUFORIA’s spirit and intent. It speaks to the heart of what this project is really about: not sports, but belonging.
Europe has a lot of rules. Borders, treaties, medals, anthems, all the official stuff. EUFORIA isn’t here to add to that list. We’re here to scribble in the margins.
Every four years, we gather not the pros, not the polished, but the people. Real humans: mixed by design across age, gender, accent, and origin, who come together to play five brand-new sports you won’t find anywhere else. They’re hybrids, born from Europe’s local traditions and reimagined with a wink. Think ancient pastimes meets “what if we made it harder… and sillier?”
But EUFORIA isn’t really about the sports. It’s about the mess that happens around them. Strangers cheering for strangers. Fries flying through the air. Teams inventing handshakes in the rain. It’s about belonging, not borders. Joy, not perfection. A Europe that feels less like a treaty, more like a village fête.
We don’t crown champions. We collect stories: of hugs, missed goals, and new traditions. That’s EUFORIA.
Not a competition. Not a protest.
Just an glorious excuse to be together, imperfectly.
roadmap:
Every good event starts with a plan. Ours just happens to involve glitter, snacks, and a few questionable ideas that somehow work.
This roadmap is our playbook: the big picture of how we’ll go from today’s scribbles to the roar of Maastricht 2029. From cheeky teasers to city-wide murals, from recruiting real people to mixing very fake rules, each campaign is a step toward building the mood, the hype, and the glorious chaos that will make EUFORIA unforgettable.
And here are a few of those campaigns…
roadmap:
Every good event starts with a plan. Ours just happens to involve glitter, snacks, and a few questionable ideas that somehow work.
This roadmap is our playbook: the big picture of how we’ll go from today’s scribbles to the roar of Maastricht 2029. From cheeky teasers to city-wide murals, from recruiting real people to mixing very fake rules, each campaign is a step toward building the mood, the hype, and the glorious chaos that will make EUFORIA unforgettable.
And here are a few of those campaigns…
now that's euforia:
Late 2025
A cheeky photo-and-copy campaign showing the moments that define us: muddy hugs, glitter-covered fans, fries mid-match. Each ends with “That’s EUFORIA” — our way of saying the magic is in the messy.
the brief
EUFORIA is the creative outcome of my Master’s thesis Sport, Sweat & Symbols. After exploring how visual culture in sport shapes tribal and collective identities, I began to reflect on my own story, growing up across multiple European cultures, and asked: how could the positive mechanisms of sport be reimagined to strengthen a shared European identity?
In today's world, Europe is often perceived as a political or economic structure rather than something people emotionally connect with. With EUFORIA, I set out to change that narrative, using sport not as competition, but as a joyful, messy, human way to bring people together across borders. This project is a celebration of imperfection, spontaneity, and togetherness.
Visually and conceptually, EUFORIA blends design, branding, cultural storytelling, and fictional world-building. It imagines an alternative European gathering, not for professionals, but for everyday people, through invented sports, playful rituals, and shared emotional moments. It’s part campaign, part utopian experiment, and entirely rooted in visual identity as a tool for unity.
To anchor the concept, I wrote a manifesto that captures EUFORIA’s spirit and intent. It speaks to the heart of what this project is really about: not sports, but belonging.
205
euforia
master's project
artistic direction
branding
the glorious mess tour:
First half of 2026
A year-long European roadshow where our hybrid sports hit the streets, squares, and student towns. Think Harlem Globetrotters with more accents, sillier rules, and more time spent at the snack stand than on the score.
sorry, not in your city:
Early 2026
A teaser series for Maastricht 2029. Posters and short videos show EUFORIA “almost” happening in Paris, Lisbon, Budapest… before revealing the real host city, Maastricht. Playful FOMO at its finest.
not a rulebook:
First half of 2027
Five brand new hybrid sports, stitched together from old traditions, local legends, and just the right amount of glorious confusion. Part familiar, part ridiculous — and 100% made to be played together.
tryouts & errors:
Early 2026
A mini-series following the very real, very imperfect process of recruiting EUFORIA players. Shot documentary-style but with plenty of humour: it’s part sport, part reality show, all heart.
messy not mean:
Early 2029 and all through the event.
A values campaign making it crystal clear: EUFORIA is for everyone, and it’s safe, family-friendly, and welcoming. Posters, social posts, and merch spread the message.
THE EVENT:
2029
