EA Sports Branded Video Campaign

Our challenge was to create a series of “bootflow” game intros for EA Sports that build anticipation and excitement as the video game loads.

Each intro was to have a unique storyline, but be thematically similar enough to link to the bigger series.

To ensure the Bootflow campaign addressed EA Sports’ goal of delivering an experience that builds anticipation for gamers, multiple rounds of concept writing and styleframes were presented and measured against this criteria.

'Shred' was the concept decided upon based on the below frames.

Bridging the writing and styleframes into motion began with rough animatics to critique player movements and the overall environment.

Characters, textures, and equipment were modeled out. Test animations were presented to the client to gauge how much shredding was the right amount, and what the threshold was before the effect took away from the storyline.