Mastercard Africa x Paballo Mothopa, AFCON 2025 Morocco

During the Africa Cup 2025 in Morocco, Mastercard Africa collaborated with South African creator Paballo Mothopa on a digital campaign highlighting travel and cultural connection within Africa. The project was produced as two short-form videos and published on Mastercard Africa’s official social media platforms.

Both videos follow Paballo’s journey across Marrakech and Casablanca, with each film combining sequences from both cities rather than separating them into single-location narratives. This approach reflects the fluid nature of travel and movement during AFCON 2025.

Filmed in Marrakech, the campaign captures moments inside the medina, local craftsmanship, and everyday interactions, focusing on texture, process, and human exchange. These sequences emphasize shared cultural values found across African markets and cities.

In Casablanca, the visuals shift toward a contemporary urban setting, documenting the energy surrounding AFCON 2025, including public spaces and the Mastercard Fan Zone. These scenes highlight the role of football and public gatherings in connecting people from across the continent.

The two videos were filmed and directed by Abdellah Azizi, using a location-driven approach that favors real environments, natural movement, and minimal staging. Rather than following traditional travel advertising formats, the production focuses on authentic moments shaped by place and timing.

The result is a concise brand campaign connecting football, travel, and culture, presenting Morocco as part of a broader African narrative during AFCON 2025.