FIFA 19: Retail Campaign

FIFA 19 is one of EA’s largest selling titles and I had the pleasure of working on the retail campaign launch. Working closely with their game production team, I was able to create some amazing designs to capture the fanbase.

The FIFA 19 graphic key art of (Ronaldo), the GFX (swooping graphic) and the FUT19 (pink graphics with three football players) were produced internally by EA’s game production team. It was from these core assets and guidelines that I was able to produce this retail campaign. I was responsible for getting my concepts approved, choosing the most dynamic graphics to work alongside the hero key art and finding the balance between FIFA 19 and FIFA Ultimate Team 19 (an additional mode within the game). I also used the pink as an insert colour to contrast against the game pack blue.

Each stage was approved by the Creative Director, and then the Client, from concepts to final artwork. I then went on to localise the project across EA’s global market before they were approved by global distributors within EA.

One of the challenges that was encountered during the project was the unpredictability of football. After a successful world cup, Ronaldo moved from Real Madrid to Juventus. Consequently, the key art had to be changed across the board. This meant tweaking and re-artworking the project on a tighter deadline and showed that EA were responsive to the changing situation.

After the launch, I also worked on additional FIFA promotions, both digital and printed, included FUTMAS, Team of the Season, Team of the Year, as well as the FIFA 19 rebrand.