EA SPORTS FIFA 23

WORLDWIDE OOH CAMPAIGN

Back once again for the 3rd year running, I was the project design director on the agency side for the global rollout of the worlds biggest sports computer game for the worlds biggest sport: EA Sports FIFA 23. The global campaign for EA Sports FIFA 23 spanned 20 countries, across 457 sites, in 16 languages, and starred over 25 athletes, led once again by France & Paris Saint-Germain superstar Kylian Mbappé.

This year saw a switch from athlete photography to in-game renders which meant more attention needed to be applied to the render quality in certain areas and more retouching was required than in some previous campaigns.

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 coordinator involved hands-on design, guidance & oversight for the design team, and regular meetings and liaison with the client team as the project evolved.

TRANSPORT PLACEMENTS

BESPOKE PLACEMENTS

LARGE FORMAT PRINT PLACEMENTS

MOTION SITES - For the huge array of motion digital sites in many unique formats, I offered support and guidance for the digital team with regards to edits, layouts, athletes and team usage.

DOOH - I created many of the static DOOH placements the global campaign and aided the team with support and guidance for the digital team for layouts, edits, athletes and team usage.