EA Sports - FIFA 2022

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As Global Football evolves, so does EA SPORTS. FIFA 22 is the most authentic, simulated video game representation of the sport. To ensure the marketing campaign lived up to that high standard, EA partnered with Cinco to plan and execute the cover athlete photoshoot and create their most youthful, accessible, campaign and design system to date. The '22 season celebrates our collective love for football’s culture, lifestyle, and spirit.

  • Identity
  • Guidelines
  • Visual Language
  • Campaigns
  • Animation
  • Campaign Strategy
A photo of Kylian Mbappe from behind, showing off his number 7 soccer jersey
A FIFA 2022 advertising wall diplaying various soccer pictures and FIFA logos in a grid
FIFA 22 cover art for PS4 and PS5
Mbappe squatting in front of a soccer goal
"The goal this year was to get fans even closer to our athletes, the sport, and its culture. Shooting Kylian on location in and around where he plays and trains gave us the opportunity to capture the most immersive, candid moments we ever have before."
3 pictures of Kylian Mbappe
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Mbappe reaching toward the camera