The Dream Final by De Morgen | A footage of a FIFA World Cup final that never existed

Although, at the end, the 2022 Qatar World Cup was seen as a success – with one of the most brilliant games ever seen – it is impossible to ignore the death of the worker and all the human rights issues encountered by the host country. To shed light on this matter, the agencies used artificial intelligence to create what could have been if everyone who wasn’t allowed to see in the stands of Lusail stadium could be there. The Dream Final by De Morgen

Last Sunday witnessed the highlight of perhaps the most controversial World Cup ever: the final between France and Argentina. A fantastic final on the field, but unfortunately less so in the stands.

De Morgen and mortierbrigade decided to blow the final whistle on this tournament by showing everything and everyone we were not allowed to see in the stands of the Lusail stadium: supporters with rainbow flags and One Love bracelets, workers who suffered heavily during the construction of the stadiums, and activists denouncing the ecological impact of this World Cup.

“It was impossible to see this dream final in reality. So we had to enlist the help of artificial intelligence to create these images, which we never saw in the stands of the Lusail stadium. “Artificial intelligence in this case is unfortunately more human than real people,” says Frédéric Zouag, AD at mortierbrigade.

The images were generated by AI with the help of photographer Hadrien Hanse. It took countless tests and briefings (also called prompts) to obtain the perfect result. And the results are really stunning. In fact, it’s hard to believe that these images were created entirely by a machine. They appeared in the weekend edition of De Morgen. A video with the images was also distributed on social media.

On top of that, the images were added to the Google Maps page of the Lusail stadium. So they will be a virtual part of the stadium forever.

Credits
Client: De Morgen
Agency: mortierbrigade
Partner & CEO: Jens Mortier
Partner & Executive Creative Director: Joost Berends
Partner & Brand Design Director: Philippe De Ceuster
Creatives: Nicolas Gaspart, Frédéric Zouag
Strategy: Vincent D’Halluin
Digital Business Director: Jochen Sablon
Account Director: Evelyn Savels
Account Executive: Quentin Donckerwolcke
Social Lead: Lisa Smets
Social Creatives: Tine Van Daele, Ella Van Cappellen
Design: Kaatje Schreurs
Cross Media Designer/DTP: Kaatje Schreurs
Editor: Jelle Stroo