Client: Chobani

Agency: Uncommon Creative Studio, New York

Artist, Fed by Many portraits: Michael Mapes

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What the campaign was about

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Ahead of the 2026 FIFA World Cup, Feed the Dream celebrates the people and communities behind three U.S. Men's National Team players: Christian Pulisic, Weston McKennie and Antonee Robinson. Rather than putting famous faces on packaging, the campaign tells the story of the families, coaches and communities who shaped each player long before the spotlight found them. Fed by Many is the campaign's art strand: deconstructed portrait mosaics by artist Michael Mapes.

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What Lost Loved researched and sourced

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The portrait collages were the starting point for the whole project. Lost Loved worked directly with Michael Mapes to build the visual palette he used to construct each portrait: researching each player in depth, finding content from their youth and the wider history of where they came from, sourcing sports match-play footage and player portraits from vendors, and supplementing the family-provided content. We negotiated with international federations, major news and image archives, a university collection and football club archives to make sure every element could be cleared and licensed for use in the artwork.

How the content was used

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The sourced and cleared material became the raw material of the collage portraits themselves: the photographs, documents and found objects that make up each deconstructed portrait.

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The outputs

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The Fed by Many portrait collages were displayed in Los Angeles through June, then reproduced as large-scale billboards and murals in New York City and in the players' hometowns of Little Elm, Texas and Hershey, Pennsylvania.

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Why it mattered

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The authenticity of the sourced material is what makes the portraits land: these are real images, real documents, real histories, not stock approximations. For a campaign built entirely on honouring the truth of where these players came from, getting that material right was everything.