FIFA 23: MATCHDAY
EA SPORTS FIFA
Global Creative Director
This film marked the final era of FIFA, signifying the end of a 30-year iconic franchise history. It served as the ultimate TV spot for this storied franchise. As the last installment of FIFA, our goal was to create a genuine tribute and celebration of football fandom. Having played FIFA since '98, a game that has played a significant role in my life, it was an incredible opportunity to take charge and deliver the final spot in history. This became a defining moment in my career that I will never forget. My affection for this brand and the extent to which our work has inspired the community will always hold a special place in my heart.
My Role: As the Global Creative Director, my goal was to drive forward the vision of the TV spot from concept to execution. Overseeing and working with our agency partner W+K, we needed to craft a script for the ages. With a team of designers, copywriters, creative directors, animators, and cinematics under my supervision, it was crucial to ensure the final output was rooted in epic gameplay and an incredibly emotional homage to the final FIFA.
Welcome to The World’s Game
Co-led by EA SPORTS FIFA marcom team, Wieden + Kennedy Portland, and Blink directors Vince Tigre and Marcus Cidreira.
We shot across Paris, Madrid, London, Liverpool, and Manchester featuring Kylian Mbappé, Sam Kerr, Chloe Kelly, Virgil van Dijk, Jack Grealish, Zidane, Vinícius Jr., and Heung-Min Son.
Behind-the-scenes of an epic 2 week shoot
This epic film was only made possible by a Herculean team during the hottest summer days in Europe. It was an honor and privilege to be leading this film in partnership with such great agency partners and internal team members.
ELECTRONIC ARTS INC.
Senior Director, Head of Creative: Paul Marr
VP, Brand: David Jackson
Global Creative Director: Khoi Phan
Director, Strategy: Ben Prout
Senior Creative: Eric Beard + Alex Elms
Group Senior Producer: Anthony Doyle
Senior Producer: Andrew Gillooley
Senior Producer: Reza Vajihollahi
Senior Manager, Brand: Michael Bernardi
W+K PORTLAND
Creative Director: Sara Phillips
Art Director: Nate Nowinowski
Copywriter: Jason Scott