EA Sports FC24

WORLDWIDE OOH CAMPAIGN

2023 marked a massive change for the best-selling sports video game franchise in the world. EA parted ways with FIFA and the name association that had lasted for 30 years, and rebranded as EA Sports Football Club.

FC24 was born.

This gigantic switch required a monumental effort to communicate the name change cleanly, succinctly, and simultaneously across a global campaign, creating more placements and assets than in any previous release of the game. This was the biggest campaign yet for the worlds biggest sports computer game for the worlds biggest sport. It had to be BIG.

As a steward of the global campaigns for the previous 3 releases, I returned to design agency TEA as a freelance graphic designer and project design director for the agency side of the global rollout, working closely with the design & account team at TEA, alongside design & marketing leaders from EA to ensure the best outcome. The global campaign for EA Sports FC24 spanned 5 continents across 25 countries, in 22 languages, and starred over 39 athletes.

Alongside the new name, this year saw another huge change with Norwegian goal-God and Manchester City maestro Erling Haaland leading the line as the FC24 cover star.

This iteration of the brand saw athlete photography take the lead on the pack front and as the main image for the campaign, but also combined this with in-game renders for the additional ambassadors. The key art and brand guide were supplied to use to implement the roll out of the campaign.

The range of placements took in full, subtle & static digital screens; large format printed posters; huge bespoke print & digital placements and transport for buses, trains and underground stations. This massive collaborative effort encompassing client, creative, media agencies, and local territory agents, created a holistic campaign with highly effective cut-through & impressive impact. Encompassing the creation and production of massive outdoor print pieces, bespoke transport pieces, and overseeing the production of the digital delivery elements, it was a giant team effort with superb results.

My role as lead designer and project design director involved hands-on design, guidance & oversight for the design team, alongside regular meetings and liaison with the client team as the project evolved and developed, chasing tight deadlines and an ever-expanding talent and placement list.

EA Sports FC24 was the best-selling video game in the UK in 2023.

FC24 GLOBAL AMBASSADORS

TRANSPORT PLACEMENTS

BESPOKE PLACEMENTS

Norway - Oslo Panarama

Norway - Oslo Nationaltheatret Station Domination

Mexico - Mexico City Tunnel Walls

Mexico - Mexico City Painted Mural

In collaboration with supremely talented artists in Mexico City, this artwork was recreated in paint and neon for a standout piece.

France - Paris Gare de Lyon Digiwall Takeover

LARGE FORMAT PRINT PLACEMENTS

DOOH SITES

Motion digital sites were a massive component to this years release, with many in very unique places. This work was executed by an outstanding digital team, 3x bigger than previous years. I offered support and guidance for the digital team with regards to edits, layouts, athletes options, footage sourcing, footage editing and team usage. I also did a couple myself, including the Eindhoven Tower below, and assisted and designed static placements too.

Obviously this is just a small sample of the work created for such a huge campaign. The majority of the artwork shown above was made by me, though some of it was made by the highly skilled team at TEA and EA.