On September 23, Electronic Arts Inc. will launch a new football game with three new cutting-edge technologies using real match data to deliver realistic in-game play and bringing men and women’s footballers together onto the same pitch in a world first for Ultimate Team. The game will feature ground-breaking realism delivered by HyperMotion V, which uses volumetric data from over 180 professional matches in the men’s and women’s game to deliver revolutionary true-to-football movement and animations.
Uncommon Creative Studio collaborated with INCA to create an equally ground-breaking global event in Amsterdam for 500 of the world’s most important voices in football, gaming and culture. The event also revealed the cover star as Manchester City striker, Erling Haaland, who put in a surprise appearance alongside fellow superstars from the World’s Game including Didier Drogba, Luis Figo, Laura Georges and Alex Scott.
The event was EA Sports’ own tailored version of a Clubhouse. One of the FC Clubhouse’s main attractions included a face-to-face digital experience with Haaland, where the guests were introduced to Haaland’s skills and personality. Guests got to meet a digital version of Haaland and as they did, he copied their every move as well as reacting to them in a way only Erling would — breaking the fourth wall and bringing digital Haaland to life. The experience brought out the irreverent humour everyone has come to know and love from the star, as Haaland interacted with his digital likeness.
Similar to the game, the FC Clubhouse space blurred the lines between the physical and digital in a variety of memorable ways. Guests arrived at the venue and were welcomed with a 5ft physical installation of EA Sports FC’s new logo which was positioned above guests’ heads like the player control indicator — just as if they were in the game. This logo player indicator was also available as an Instagram filter for anyone in the world to access.
Guests then moved through a tunnelled walkway featuring distorted chanting and pre-match atmospheric sounds, which reflected the walk typically taken by professional players from the dressing room to the pitch. This inspired the curved grass turfed stage, augmented by a diffused scent of freshly-cut grass into the venue, and event lighting that was inspired by stadium floodlighting.
On stage, a live-streamed keynote was held which featured Andrew Wilson, CEO Electronic Arts; DJ Jackson, vice president – brand EA Sports FC; Cam Webber, president — EA; and Nick Wlodyka, senior vice president & general manager, EA SPORTS — to introduce the world to EA Sports FC 24, the livestream achieving +2M views in under one hour and reaching 10m views.
Guests were next welcomed into the FC experience zone where EA Sports FC 24 was shown in full force at dedicated game stations. The experience zone consisted of gaming pods for individuals as well as a focal gaming area on a triangulated stage where VIP guests could experience EA Sports FC 24 for the first time and play against each other in front of the crowd of fans watching, including VIP key match ups.
This led to a trophy installation showcasing 13 trophies from the biggest leagues around the world, the Champions League, Premier League and Serie A among them. The venue also included a bar serving player-designed box water and a newly-branded can showcasing a partnership between EA Sports FC and PepsiCo.
The Blessed Madonna performed a live set and guests who attended the event were given merch which included a scarf crafted with Dutch streetwear brand, Lack of Guidance, and an Earl of East scented candle called ‘Hallowed Turf’ depicting notes of a football pitch. Attendees were guided by a specially-designed zine highlighting the best bits of Amsterdam.
The reveal of the new game follows the debut of EA Sports’ new brand identity for EA Sports FC, designed in partnership with Uncommon earlier this year. The new identity was introduced with a short film narrated by British Rapper, Dave, that captured the energy of EA Sports FC on the pitch and in culture.
Credits:
Client: EA SPORTS FC
Creative Studio: Uncommon Creative Studio
Production Partner: INCA
Security & Live Broadcast Partner: Sollik
Interactive Haaland Activation: The Mill London & New York
Technical & Networking Partner: GCS
Watch the game’s trailer:
