SHOTS | EA SPORTS switches tactics mid-game

The video game publisher’s latest high-energy spot had to be re-concepted after months of planning.
Press July 8, 2020

Launching next-gen versions of its FIFA 21 and MADDEN NFL 21 games, EA SPORTS collaboration with The Mill was set to be a large-scale live-action piece. Instead an innovative piece of ‘maximalist eye abuse’ emerged from the Covid-19 regulations makeover.

Mill CD Tom Dibb and director Carl Addy had to completely rework the original creative, producing the film, Feel Next Level – an eye-popping blend of archive and purpose-built media, comprising gameplay cutaways and intimate fan footage, along with bespoke CGI and zingy design elements.

Premiering at the brand’s live-streamed event EA Play, the film explores the powerful feelings evoked by football — from the emotional charge of 60,000 chanting fans, to heart-pounding seconds at the penalty spot.


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