EA aims to Win as One

A frenetic, colourful dive into the collective competitive spirit engendered when you don’t just play to win, but you play to Win as One.

 

 

A new campaign for the release of FIFA 21, narrated by and featuring French footballer Kylian Mbappé, has been launched.
The film, called Win as One, was created by adam&eveDDB London and is directed by Terence Neale of Park Pictures, in partnership with VFX and design studio Black Kite.

The ad follows football crews around the world as they get together to play FIFA 21, and the campaign moves the EA game away from the competitive ‘winner takes all’ attitude and taps into the spirit of collaboration that defines the next generation of creative football fans.

The spot showcases teams around the world, from street footballers who play to stand out, to teams united by fashion, and highlights that nothing beats the feeling of winning with your squad by your side, whoever you are, and at whatever level you play.

Neale directed the action remotely, with DP Kaname Onoyama shooting exclusively on iPhone. “Unique is a pretty over-used word when it comes to shoots, but the experience of making this film is that,” said Neale. “We shot in a new country almost every day with small, dedicated teams who pulled through in ways I could never imagine. I won’t say that remote shooting wasn’t a huge challenge at times, but when those moments of magic did happen – the payoff was unbeatable.”

 

Credits:

CLIENT: EA SPORTS

VP BRAND: David Jackson

HEAD OF MARCOM CREATIVE: Paul Marr

ASSOCIATE CREATIVE DIRECTOR: Alex Elms

GLOBAL MARKETING STRATEGY LEAD: Ben Prout

GROUP SENIOR PRODUCER: Anthony Doyle

PRODUCER: Andrew Gillooley

PRODUCER: Natasha Shepherd

AGENCY: adam&eveDDB

CHIEF CREATIVE OFFICER: Richard Brim

CREATIVE DIRECTOR/S: Genevieve Gransden & Selma Ahmed

COPYWRITER: Selma Ahmed

ART DIRECTOR: Genevieve Gransden

HEAD OF FILM: Ben Sharpe

AGENCY PRODUCER/S: Hannah Needham

CHIEF STRATEGY OFFICER: Martin Beverley

PLANNER/S: David Mortimer

JOINT CEO: Mat Goff

ACCOUNT DIRECTOR/S: George Fox

ACCOUNT MANAGER/S: Jake Gidley

DESIGNER/TYPOGRAPHER: Alex Fairman

MEDIA AGENCY: m/SIX Global

PRODUCTION COMPANY: Park Pictures

EXECUTIVE PRODUCER: Stephen Brierley / Sophie Hubble

PRODUCER: Rozanne Rocha Grey

DIRECTOR: Terence Neale

CINEMATOGRAPHER: Kaname Onoyama

CINEMATOGRAPHER: (Paris unit)

ART DIRECTOR: Will Boyes

EDITING COMPANY: Trim

EDITOR: Paul Hardcastle

POST PRODUCTION: Black Kite

POST PRODUCER: Amy Richardson

VFX SUPERVISOR: Adam Crocker

2D ARTIST: Adam Crocker, George Brunt, Christopher Fraser, Lucie Brant

COLOURIST: George Kyriacou

MUSIC SUPERVISOR: Raphaella Lima [EA]

SOUNDTRACK NAME AND COMPOSER: ‘She Di King’, by The N3w N3w

AUDIO POST PRODUCTION: Factory

SOUND DESIGN & MIX: Anthony Moore & Dan Beckwith

AUDIO PRODUCER: Lucy Spong

 

Read the original article HERE.