Our challenge was to develop a branded video campaign for Madden NFL 13, FIFA 13, and NHL 13 that drives brand attribution from each specific game back to the EA Sports brand. Create an ownable, signature style for EA Sports’ in-game, digital, and out-of-home marketing assets.
To unify the EA Sports brand experience across multiple titles, a unique story was built for each sport, but written, shot, and treated within similar design aesthetics and narratives to deliver on the brand promise of “igniting the emotion of sports.”
Marketing materials for EA Sports’ Season Ticket package also centered around footage from the branded video campaign. Footage was incorporated into EA Sports’ brand campaigns in Times Square and Las Vegas.
Take a peek behind the curtain of what went into the making of the EA Sports video campaign, from pre-pro to shooting to post production.
Once the “Be the Ball” concept was selected from over a dozen ideas, rough animatics were laid out to determine the appropriate narrative and timing.