FIFA22
Powered By Football
As part of the wider ‘Powered By Football’ campaign, EA Sports briefed me to get football fans talking about the release of the Fifa22 and the game's new Hypermotion features.
As lead creative, I had the idea to tap into fan culture, by creating social-first football challenges, designed to demonstrate how the game's new technology is elevating how gamers play - smarter Goalkeepers mean more heroic saves and AI off-the-ball movement means more unbelievable team goals.
With help from the general public, goalkeeping legend David James and the community-based grassroots team, Hackney Wick FC, the challenges were the most liked and engaged branded content on SportsBible in 2021.
To support the hero social films, interactive Instagram stories were created, that quizzed and tested football fans' knowledge of current players - sparking excitement and conversation around the highly anticipated Fifa22 player rankings.
Agency: LAD Bible Group - Joyride
Head of Joyride: David Milsom
Head of Creative Video: Jody Smith
Senior Creative: Elliot Wright
Creative Producer: Rory Harper
Producer: Bryony Hopkins
Director of Photography: Liam Morgan
Design: Nikki Chadwick
Account Manager: Callum Trewavas