EA Sports FIFA

Overview - A multi-year digital campaign for EA Sports, created to launch successive editions of the FIFA franchise by bringing together football and music culture through talent-led content. Built for YouTube and social platforms, the series used entertainment, rivalry and cultural crossover to create a repeatable format that felt native to younger audiences.

The Format - Across multiple annual releases, the format paired artists including Stormzy, Noel Gallagher, Liam Payne and Wretch 32 with footballers such as Jesse Lingard, Danny Welbeck Peter Crouch and Christian Pulisic in a series of filmed matches.

Shot using a split-screen format, the content combined in-game action with real-world interaction, capturing gameplay, banter and personality in equal measure. Light-touch production elements, including referee props and celebratory moments, amplified the entertainment value while keeping the format fast, social-first and highly shareable. Episodes were distributed primarily on YouTube, supported by wider rollout across FIFA, artist and partner channels.

Impact -

25M+ reach per campaign cycle
Multi-year activation across multiple FIFA launches
YouTube-first distribution supported by social channels
Cultural crossover connecting music, football and gaming audiences