Brief

Celebrate the super sweet 16th birthday of EA FC’s Ultimate Team.

Create a full integrated campaign to celebrate the moment and build hype across key markets, clubs and athletes.

Response

Everyone loves a birthday. To celebrate EAFC’s Ultimate Team super sweet sixteenth, we created an epic three tiered cake baked by Sam Obisanya (Toheeb Jimoh) of Ted Lasso’s Richmond FC. The cake was decorated with FC starboys paying homage to iconocgraphy and skill moves from years gone by.

Through bold and vibrant, illustrations, we created a world of Ultimate Team iconography, strikingly framed around our hero items. From classic players to iconic celebrations to nostalgic in-game animatics - this layered and textured visual world provided a portal through 16 years of everything that makes FUT beloved by the community.

Our teaser edit featured David Beckham, teasing his own icon card and teeing up the celebrations of the campaign.

Role

Client service lead and point of contact for EA working with production, creative and marketing teams to deliver the campaign. Worked with partner clubs and associations to ensure approvals from ideation to delivery.