Inside Our World Cup 2026 Work-Based Learning Program with Ravensbourne University

As part of Ravensbourne University London Work Based Learning season, New Wave Magazine have set second year students with a brief to create a public and social media campaign celebrating the sport, culture and fashion of a chosen country participating in the 2026 FIFA Summer World Cup which will run 11 Jun 2026 – 19 Jul 2026 in USA, Canada and Mexico. 

Ravensbourne University has been working with New Wave Magazine’s founder and  Editor-In-Chief Derrick Odafi since February 2024 to deliver industry insight classes to upskill their knowledge of industry. Previous briefs have included the development of style in pop-culture icons and producing campaigns to reposition brand relevancy for generation Z. 

Derrick Odafi has also spoken at the university flagship Rave Late events engaging the student community in New Wave Magazine’s annual developments as the publication grows. Derrick Ofafi alongside Industry and Employability Advisor at Ravensbourne University, Caroline Wilson produced a special real-time work based learning project to see students upskill and build portfolio pieces to secure their pathways into industry.

“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.” - Caroline Wilson. 

This year, from March till April 2026, 17 students worked in mixed cross discipline groups across Photography, Content Creation, Fashion promotion and Editing and Post-Production to celebrate the creativity behind one the biggest global sporting events, The World Cup.  Students selected the qualifying teams of Scotland, Ivory Coast and Japan to create their campaigns.

Students worked across 6-weeks training and learning aspects of creative direction, pre-production, post-production and pitching to create their public and social campaigns celebrating their chosen qualified countries. Students also worked in Sugar Studios learning about live production environments and received a bespoke tour from Casey Dexter, marketing manager from Sugar Studios.

"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. It brings us such joy to be able to offer our studios and services to every corner of the industry. From established professionals to talented newcomers, we encourage and promote all opportunities to foster growth and development through thoughtful collaborations between students and the wider entertainment industry.

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."  Jo Wallace (Director of Sugar Studios)

They were also joined at Sugar Studios by Cassia Agyeman, (photographer and director) who worked on the England Unveil Guts 2 Glory Nike AD global campaign directed by Gabriel Moses. The advertisement featured England and Chelsea player Cole Palmer and Wembley Stadium. Cassia guided students in the ideation of their campaigns and discussed her experiences and pathway into the industry. Please see the behind the scenes film Cassia additionally directed also here.   

"We are delighted to collaborate with New Wave Magazine and Sugar Studios this year, giving our students the opportunity to respond to a live industry brief and collaborate across disciplines in a fast-paced professional environment, under the guidance of Derrick Odafi. 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.”  - Sherri Ellis (Head of Employability & Curriculum Enhancement, Ravensbourne University)

Project mentors also included photographer and content producer Susan Wathuku and previous New Wave Ravensbourne 2025 project alumni Freya Demetriou Fox (Advertising and Brand Design) and Nyasha Muzembe (Illustration) who helped students refine their work and build confidence. Kalila Lickfold, social media officer from Ravensbourne University also gave students feedback during their pitch day.

“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.” - Susan Wathuku (Photographer and Project Mentor)

The winning campaign celebrated the Scottish football team.

The students who worked on the campaign are:

Tayyab Khan (Graphic Design), Gracie Bullen (Fashion Buying and Brand Management), Effie Green (Fashion Promotion and Communication), Ayub Mohamud (Digital Photography), Gabriel Benavides (Digital Marketing), Rosie Pettitt (Fashion Buying and Brand Management).

“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.” - Tayyab Khan (Group Project Manager)

“Working with Ravensbourne University London on Work Based Learning projects has been an incredibly rewarding experience, both professionally and personally. It’s been inspiring to engage with students at such an important stage of their creative development and contribute to an environment that genuinely encourages innovation, collaboration and industry-ready thinking. 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. At the same time, the experience has pushed me creatively and allowed me to reflect on my own journey while helping shape opportunities for emerging talent. What truly makes Ravensbourne special, though, is the staff, their energy, care and commitment to students is evident in everything they do. There’s a real sense of community and forward-thinking support that makes collaborating with the university feel both meaningful and impactful.” - Derrick Odafi (Editor-in-Chief and Founder at New Wave Magazine)

We would like to thank the following staff who also made this project happen; Olena Martynyuk, Alex Simpson-Hayter and Eve Koskie.

And the wonderful Sugar Studios team; Casey Dexter, Jo Wallace, Harry Sheehan and Ellie Brown.

We hope to continue to see these partnerships flourish and a new generation of Creative World-class champions arise.