Electronic Arts
Powered by football.
As global football evolves so does EA SPORTS FIFA. For the first time the actual movements of athletes fuel the game experience. Utilizing cutting-edge technology known as HyperMotion, data captured from real game action is analyzed then turned into real-time animation in the experience for a more fluid and authentic feel. Quite literally, the game is powered by the sport—with each player’s unique moves, creativity, and intensity in the game. To ensure the launch campaign reflected this high standard, EA partnered with Cinco to embody this new level of gameplay. We crafted their most authentic design system to date, featuring Mbappé in candid moments both on and off the pitch. The approach honors the game experience by bringing fans even closer to their favorite athletes, their moves, their lifestyle and the global community powered by football.
Concept & Narrative
Art Direction & Design
Content Creation
Planning & Production
Systems & Toolkits
The system's lifestyle-focused color palette, hand-written type, and adaptable grid enhance the narrative of the athlete's originality and dynamism both on and off the pitch.
The system's lifestyle-focused color palette, hand-written type, and adaptable grid enhance the narrative of the athlete's originality and dynamism both on and off the pitch.
The system's lifestyle-focused color palette, hand-written type, and adaptable grid enhance the narrative of the athlete's originality and dynamism both on and off the pitch.
The system's lifestyle-focused color palette, hand-written type, and adaptable grid enhance the narrative of the athlete's originality and dynamism both on and off the pitch.
The system's lifestyle-focused color palette, hand-written type, and adaptable grid enhance the narrative of the athlete's originality and dynamism both on and off the pitch.
The system's lifestyle-focused color palette, hand-written type, and adaptable grid enhance the narrative of the athlete's originality and dynamism both on and off the pitch.
The system's lifestyle-focused color palette, hand-written type, and adaptable grid enhance the narrative of the athlete's originality and dynamism both on and off the pitch.
The system's lifestyle-focused color palette, hand-written type, and adaptable grid enhance the narrative of the athlete's originality and dynamism both on and off the pitch.
The system's lifestyle-focused color palette, hand-written type, and adaptable grid enhance the narrative of the athlete's originality and dynamism both on and off the pitch.
The system's lifestyle-focused color palette, hand-written type, and adaptable grid enhance the narrative of the athlete's originality and dynamism both on and off the pitch.
The system's lifestyle-focused color palette, hand-written type, and adaptable grid enhance the narrative of the athlete's originality and dynamism both on and off the pitch.
The system's lifestyle-focused color palette, hand-written type, and adaptable grid enhance the narrative of the athlete's originality and dynamism both on and off the pitch.
The system's lifestyle-focused color palette, hand-written type, and adaptable grid enhance the narrative of the athlete's originality and dynamism both on and off the pitch.
The system's lifestyle-focused color palette, hand-written type, and adaptable grid enhance the narrative of the athlete's originality and dynamism both on and off the pitch.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
The launch was a success with the first month recording 9.1 million players joining the game and 460 million matches played.
