Ravensbourne University London students collaborate with New Wave Magazine and Sugar Studios on World Cup 2026 creative campaign project
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Students from Ravensbourne University London recently took part in a live industry project in collaboration with New Wave Magazine and Sugar Studios, developing creative campaigns inspired by the culture and identity of countries participating in the 2026 FIFA World Cup.
Delivered as part of Ravensbourne’s Work Based Learning season, the project challenged second-year students to create public and social media campaigns celebrating a selected nation competing in the tournament, which will take place across the USA, Canada and Mexico this summer.
Derrick quote
Working with Ravensbourne University London on Work Based Learning projects has been an incredibly rewarding experience, both professionally and personally. The projects create real value by bridging education with practical cultural and creative industry experience, giving students insight into how ideas move beyond the classroom into real-world execution. What truly makes Ravensbourne special, though, is the staff, their energy, care and commitment to students is evident in everything they do.”
Across six weeks, 17 students worked in cross-disciplinary teams spanning Photography, Content Creation, Fashion Promotion, Fashion Design, Graphic Design and Editing and Post-Production. Students selected Scotland, Ivory Coast and Japan as the focus of their campaigns, exploring how sport, fashion and cultural identity intersect on a global stage.
Susan quote
I think what Ravensbourne and New Wave Magazine are doing is really important for young creatives entering the industry. Over the last two years, it’s been rewarding to mentor students, see the quality of work they produce, and watch their confidence grow through real industry experience. One of my favourite memories has been seeing how passionate some of the students were about their projects and their ideas. I’ve always encouraged them to write everything down and stay organised, because those small habits really make a difference when working in creative industries.”
The initiative forms part of Ravensbourne University London’s ongoing partnership with New Wave Magazine founder and Editor-in-Chief Derrick Odafi, who has worked with students since February 2024 through industry insight sessions and guest speaking events.
Students developed skills in creative direction, pre-production, pitching and campaign development while working within professional production environments at Sugar Studios.
Caroline quote
What inspired me about working with New Wave Magazine was that Derrick was also young and from the hyper-local London communities many of the students we mentor at Ravensbourne have come from. To see his work ethic, ambition and continued growth is truly inspiring. I knew we needed to get him specifically to partner on these projects and become more ambitious in our delivery. I also appreciate that Derrick treated every student with a high-level of respect and gave very detailed feedback to each one, pushing them to believe in their individual growth and potential.”
New wave photos
During the project, students also visited Sugar Studios, where they learned about live production environments and received insight into professional studio workflows from the production team.
Jo quote
Welcoming back students from Ravensbourne University London and witnessing their passion, determination and hard work towards their project with New Wave Magazine was a real pleasure. We're proud to champion emerging creatives by providing a space where ideas, talent and industry can come together. Working alongside universities and young creatives is incredibly important to us at Sugar Studios, and we hope these collaborations continue to inspire hands-on learning, confidence and valuable industry experience for the next generation.”
Students were also joined by photographer and director Cassia Agyeman, who contributed guidance on campaign ideas and shared insights into her creative career and industry experience. Project mentors included photographer and content producer Susan Wathuku alongside Ravensbourne alumni Freya Demetriou Fox and Nyasha Muzembe, who supported students throughout the development process.
Sherri quote
The work produced by the students demonstrated a high level of creativity, professionalism and industry-ready skills. Projects like this are vital in developing the confidence, professional behaviours and real-world experience that support graduate employability and elevate creative practice.”
The winning campaign celebrated the Scottish football team and was created by students Tayyab Khan, Gracie Bullen, Effie Green, Ayub Mohamud, Gabriel Benavides and Rosie Pettitt.
Tayyab quote
Getting the opportunity to collaborate with New Wave Magazine was a really valuable experience as it taught me how the professional creative industry works. The project brief was very intriguing and fun. Working with other creatives in a short time period was very valuable. Gaining knowledge from Derrick was great. I am truly grateful for this opportunity and very thankful for winning.”
The project forms part of Ravensbourne University London’s wider commitment to industry-led learning, helping students gain practical experience, professional confidence and portfolio-ready work through collaboration with leading creative organisations.
Ravensbourne University London would also like to thank Olena Martynyuk, Alex Simpson-Hayter and Eve Koskie, alongside the Sugar Studios team including Casey Dexter, Harry Sheehan and Ellie Brown, for supporting the project.
