French soccer star Kylian Mbappé narratesa vibrant and energetic spot for the launch of EA Sports' FIFA 21, celebrating the enthusiasm of soccer fans and gamers from around the world.
Agency Adam&Eve/DDB tapped the director Terence Neale of Park Pictures, known for spots such as Adidas' Future, to helm the ad, which features street players and fans who get together to play FIFA 21. The action moves seamlessly between the players and the game, colorfully capturing the spirit of enthusiasm for the sport as the crews and collectives put together fashions, parties and more to play FIFA. The tagline is "Win as One."
“Football is fueled by the families, crews, collectives, and small clubs around the world who come together to compete or collaborate, " said Paul Marr, senior director, head of marcom creative at EA Sports. "The crews like Nivelcrack in Seoul, Romance FC in London, FC Harlem in New York… we are celebrating these collectives in and out of the game in hopes of inspiring FIFA fans to Win as One. The game also reflects the social nature of the campaign as we add more ways to play against and with your friends in Volta and FIFA Ultimate Team.”
Neale directed the action remotely, with D.O.P. Kaname Onoyama shooting exclusively on iPhone. All footage was captured under Covid restrictions in London, Paris, Berlin, Los Angeles, New York, and South Korea. Graphics were done in partnership with VFX and design studio Black Kite.
“Unique is a pretty over-used word when it comes to shoots, but the experience of making this film is that," commented Neale. "We shot in a new country almost every day with small dedicated teams, who pulled through in ways I could never imagine. I won’t say that remote shooting wasn’t a huge challenge at times, but when those moments of magic did happen - the payoff was unbeatable."