EA Sports' final FIFA ad portrays the tension and excitement of match day

W+K's spot for FIFA 23 comes ahead of the game's rebrand next year

Published On
Sep 30, 2022

Editor's Pick

EA Sports' FIFA 2023 game is out today, the final outing in the FIFA series before it rebrands to EA Sports FC next year. To promote it, the gaming company turned to Wieden + Kennedy Portland to create a cinematic epic that focuses on the reality of "match day" for fans around the world.

Rather than focusing on impressive skills on the pitch or moments of celebration, the spot, directed by Brazilian duo Jungle via Blink, sets out to portray an authentic picture of the homes, streets and towns where soccer fans prepare for big games.

The spot aims to capture the sense of anticipation, excitement and tension in the build-up to a match, as we see armies of supporters walk through the streets towards stadia, singing team songs and waving flags. At the same time, we see some of the stars of the game arriving; the spot features big names such as Kylian Mbappe, Sam Kerr, Zinedine Zidane, Vinicius Junior, Virgil Van Dijk, Jack Grealish and Chloe Kelly. Eventually, both players and fans congregate inside homes to watch the game: which is on the screen, in FIFA 23. The spot ends with the words: "The world's game. Powered by football."

"Regardless of where you are in the world, there is nothing quite like the energy that builds in anticipation of a big football match,” said Paul Marr, senior director and head of creative at EA Sports, in a statement. “We set out to depict that energy with a simple idea—the world’s game gets its match day— in celebration of an especially stacked FIFA 23 that will bring fans two World Cups, HyperMotion2, and women’s club football for the first time ever.”

The film will run globally including on TV and digital video in more than 25 markets, supported by social media, including bespoke versions for some of the biggest clubs in the world, such as Real Madrid, Manchester City and PSG.

The campaign also includes out-of-home and digital buys in major global cities with creative celebrating the scope and scale of the global FIFA community as the stats and exploits of individual footballers and clubs in the game are highlighted locally. The creative was also used to highlight the recent launch of the FIFA 23 soundtrack, including a Times Square buy in partnership with Spotify that uses scenes from the spot.  


Sep 30, 2022
Client :
EA Sports
Agency :
Wieden & Kennedy-Portland
Production Company :
Blink Productions
Production Company :
Ana Balarin
Hermeti Balarin
John Petty
Managing Director :
Jess Monsey
Creative Director :
Sara Phillips
Art Director :
Nate Nowinowski
Copywriter :
Jason Scott
Head of Production :
Orlee Tatarka
Executive Producer :
Nicole Kaptur
Lead Integrated Producer :
Danielle Magee
Associate Producer :
Chloe Jarnac
Group Brand Director :
Camille Cheeks-Lomax
Management Supervisor :
Jane Han
Brand Executive :
Demetrius Wallace
Brand Executive :
Hector Martinez
Creative Operations :
Klarika Huszar
Design Producer/Print Producer :
Jason Schwartz
Designer :
LaShun Tines
Group Strategy Director :
Nathan Goldberg
Group Media Director :
Alex Barwick
Head of Business Affairs :
Amber Lavender
Senior Business Affairs Manager :
Kacey Kelley
Business Affairs Manager :
Tristan Martin
Broadcast Traffic :
Joe Chaath
Senior Director Head of Creative :
Paul Marr
VP Brand :
David Jackson
Director Strategy :
Ben Prout
Creative Director :
Khoi Phan
Senior Creative :
Alex Elms
Group Senior Producer :
Anthony Doyle
Senior Producer :
Andrew Gillooley
Senior Producer :
Reza Vajihollahi
Senior Manager Brand :
Michael Bernardi
Director of Global Cinematics :
Mattias Lindahl
Lead Cinematic Tech Designer :
Jonas Gammelholm
Senior Producer :
Marianne O’Reilly
Production Coordinator :
Natassia Grieco
Lead Cinematic Animator :
Skye White
Cinematic Animator :
Julian Baquero
Cinematic Animator :
Ivonne Solther
Senior Cinematic Tech Designer :
Ashley Raj-Tye
Cinematic Tech Designer :
Fabio Santos
Senior Cinematic Lighter :
Rob Starr
Director :
Director :
Vince Tigre
Director :
Marcus Cidreira
Director Assistant :
Max McLachlan
Executive Producer :
Paul Weston
Executive Producer :
Patrick Craig
Producer :
Corin Taylor
Production Manager :
Sebastian Jowers
Production Assistant :
Harry Hardwick
Director of Photography :
Arnaud Portier
2nd Unit Director, Photography :
J.P. Garcia
Production Designer :
Tristan Martin
Production Designer :
Simon Davis
1st AD :
Ben Gill
1st AD :
Javier Zamarano
Director :
Bob Harlow
Producer :
Emily Atterton
Production Manager :
Anna Jones
Production Manager :
Rosie Marchant
Production Manager :
Beatrice Warren
Producer :
Mario Padilla
Producer :
Angela Gomez-Alba
Editorial Company :
Cut and Run
Editor :
Ben Campbell
Editor :
Sam Brown
Editor :
Sally Cooper
Editor :
Moss Eletreby
Assistant Editor :
Lawrence Lakshmann
Assistant Editor :
Trevor Clifford
Sr Producer :
Brian Mulvey
Managing Partner :
Michelle Eskin
Executive Producer/Partner :
Amber Farls
Head of Production :
Brady Austin Fiero
VFX Company :
The Mill
Executive Creative Director :
Chris Knight
VP Global Production :
Misha Stanford-Harris
Executive Producer :
Hillary Thomas
Executive Producer :
Troy Smith
Producer :
Tennyson Turner
Producer :
Rebecca Pemberton
VFX Shoot Supervisor :
Valentin Serafimov
Color :
The Mill
Senior Colorist :
Daniel De Vue
Color Assist :
Frederick Agyemang
Color Assist :
Baptiste Carrara
Head of Production :
Brandee Probasco
Senior Color Producer :
Christina de Guzman
Color Producer :
Jackson Winkler
Sound Design / Mix :
Sound Design & Mix :
Sam Ashwell
Sound Design & Mix :
Mike Bovill
Executive Producer :
Martin Critchley
Audio Post Producer :
Olivia Ray

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