EA SPORTS FIFA
FIFA 21: Team of the year
ROLE: GLOBAL CREATIVE DIRECTOR

Insight
Who makes your Team Of The Year? For football fans, it’s a simple question but one that sparks passionate debates. Everyone has an opinion.

Unlike other football awards judged by expert coaches, journalists, and professionals – FIFA 21 Team Of The Year is decided by the fans. Every vote counts to determine who makes the definitive list of the world’s best players.

Idea
FIFA 21 invites the world to Be Heard.

My Role: As the Global Creative Director and DRI of Team of the Year, my role was to architect and set forth the entire brand vision. This campaign touches every part of the EA SPORTS partnerships - as we needed to work with all club partners, leagues, and affiliate marketing. We needed a cohesive narrative and visual design system that kept all comms connected.

Part I: Get the World to Vote

A film called The Debate kicked it all off across EA Sports social channels, showcasing the picks of fans alongside greats of the game such as Eric Cantona. A second film saw appreciation for French player and cover-star Kylan Mbappe, igniting conversation and the global community to share XI choices.