FIFA 23 KEY ART + VIZID

CHALLENGE: Thirty years ago, EA SPORTS FIFA was born, growing into the world's top-selling sports video game franchise with 35 million fans. This year marks a pivotal moment—the final release under the iconic title—offering a unique opportunity to celebrate its 30-year legacy in a way that honors its impact on the sport and its devoted community. The challenge was to create a campaign that not only paid tribute to the franchise’s history but also elevated the game itself as an art form.

SOLVE: To bring this vision to life, we turned to two of the game’s most electrifying athletes: three-time cover star Kylian Mbappé and women’s superstar Sam Kerr. Their influence on the sport made them the perfect ambassadors for this momentous release. Inspired by their unique playing styles, we collaborated with EA and the athletes to create a campaign and packaging design that framed their skills as high art. By juxtaposing their on-pitch mastery with classical architectural elements and subtle personal references, we transformed the game into a visual tribute—delivering a grand finale that celebrates FIFA’s legacy while giving fans a striking, unforgettable experience.

ROLE: Creative Direction, Design

CREDITS:
Lead Strategy: Ben Prout
Senior Director of Creative: Paul Marr
Creative Director: Khoi Phan
Design: Jon Wang
Capture Lead: Victor Fischer
Editor: Jesus Delgado
Senior Producer: Andy Gillooley