FIFA: POWERED BY FOOTBALL

Every year, FIFA releases a highly anticipated trailer showcasing the game’s newest features. But this year’s trailer needed to do something a little bit different.

HYPERMOTION BEGINS

Like Beats, FIFA asked me pitch for this job against big name ad agencies. To be honest, I didn’t think I had a shot in hell. (A) I’d stopped paying attention to football after leaving Nike, and (B) I’d stopped paying attention to games after Sega killed Ecco the Dolphin.

But thankfully, they wanted an outsider’s point of view. And despite the brief for an EPIC INTERNET BREAKING TRAILER, they actually wanted a kind of classic product spot in disguise. They were introducing Hypermotion, their new in-game technology.

I pitched an idea that parodied a big-budget disaster film. Eight months, three countries and six shoots later, this spot was born. Powered by not just football, but also FIFA’s amazing team, Private Island TV, and David Beckham’s incredibly charming body double.