Real life gamers blend seamlessly with the beautiful game in FIFA 21's vibrant launch spot

Terence Neale directs ad by Adam&Eve/DDB narrated by Kylian Mbappé

Published On
Oct 07, 2020

Editor's Pick

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."



Oct 07, 2020
Client :
EA Sports FIFA 21
Agency :
Adam & Eve/DDB
VP Brand :
David Jackson
Head of Marcom Creative :
Paul Marr
Associate Creative Director :
Alex Elms
Global Marketing Strategy Lead :
Ben Prout
Group Senior Producer :
Anthony Doyle
Producer :
Andrew Gillooley
Producer :
Natasha Shepherd
Chief Creative Officer :
Richard Brim
Creative Director :
Genevieve Gransden
Creative Director :
Selma Ahmed
Copywriter :
Selma Ahmed
Art Director :
Genevieve Gransden
Head of Film :
Ben Sharpe
Agency Producer :
Hannah Needham
Chief Strategy Officer :
Martin Beverley
Planner :
David Mortimer
Joint CEO :
Mat Goff
Account Director :
George Fox
Account Manager :
Jake Gidley
Designer/Typographer :
Alex Fairman
Media Agency :
m/SIX Global
Production Company :
Park Pictures
Executive Producer :
Stephen Brierley
Executive Producer :
Sophie Hubble
Producer :
Rozanne Rocha Grey
Director :
Terence Neale
Cinematographer :
Kaname Onoyama
Cinematographer :
Simon Lakos
Art Director :
Will Boyes
Editing Company :
Editor :
Paul Hardcastle
Post Production :
Black Kite
Post Producer :
Amy Richardson
VFX Supervisor :
Adam Crocker
2D Artist :
Adam Crocker
2D Artist :
George Brunt
2D Artist :
Christopher Fraser
2D Artist :
Lucie Brant
Colorist :
George Kyriacou
Music Supervisor :
Raphaella Lima
Soundtrack name and composer :
‘She Di King’ by The N3w N3w
Audio Post Production :
Sound Design & Mix :
Anthony Moore
Sound Design & Mix :
Dan Beckwith
Audio Producer :
Lucy Spong

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