The Drum Awards Festival - Design and Metaverse

-d -h -min -sec

Client: EA Sports
Date: Dec 2020
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EA Sports Fifa 21 and its next-generation console features are showcased in a major new campaign created by adam&eveDDB, in a collaboration with the in-house cinematics team at EA Sports.

At the heart of the campaign is a 90-second film which brings to life the visceral experience of Fifa 21 on next-generation consoles, from the hair strand textures of players to the hugely atmospheric pre-match experience at Anfield.

There are five further films, running 30-seconds, each of which is inspired by one of the greatest players in the game right now, and highlighting one of the next-level aspects of Fifa 21 on next-generation consoles. Mbappé, the lightning-fast PSG and France forward, for example, inspired the film ‘Next Level Speed’, while Brazil and Real Madrid forward Rodrygo is featured in the ‘Feel Next Level’ film, which highlights PS5’s trademarked DualSense haptic feedback.

The three other players to feature are: Trent Alexander Arnold in ‘Next Level Atmosphere’, for the game’s immersive pre-match live capability; Erling Haaland in ‘See Next Level’, highlighting the enhanced detail provided by LiveLight rendering; and João Félix in ‘Move Next Level, which shows how EA SPORTS GameCam lets players track every move.

The films all use game engine footage meaning that, unlike some other campaigns, audiences actually get an idea of exactly how FIFA 21 looks during play.




Brand: FIFA

Project/Campaign name: FIFA 21 – FEEL NEXT LEVEL

First Air Date: Friday 4th December

Client: Sr. Director, Head of Creative - Paul Marr

Senior Group Producer - Anthony Doyle

Senior Producer - Andrew Gillooley

Producer - Natasha Shepherd

Associate Creative Director - Alex Elms

Associate Creative - Greg Stenton

Assistant Editor - Chris Wilton

Marcom Strategy Lead - Ben Prout

Chief Creative Officer: Richard Brim

Creative/s: Genevieve Grandsden & Selma Ahmed

Copywriter: Selma Ahmed

Art director: Genevieve Grandsden

Agency producer/s: Hannah Needham, Ben Sharpe

Planner/s: David Mortimer, Martin Beverley

Joint CEO: Mat Goff

Account Director/s: George Fox

Account Manager/s: Jake Gidley

Media agency: m/SIX Global

Production Company: Riff Raff Films

Executive Producer: Natalie Arnett

Producer: Matthew Clyde

Director: Finn Keenan

Editing Company: Trim

Editor: Thomas Grove-Carter & Jacques Simon

Post Production: MPC

Post Producers: Ryan Hancocks, Mireille Antoine & Soloman Tiigah

VFX Supervisor: Kamen Markov

3D Artist: Mike Little

Colourist: Pete Oppersdorff

EA Production:


Game Capture Manager: Sam Goncalves

Capture Specialist: Bernardo Falcao

Capture Specialist: Victor Fischer

Capture Specialist: Bruno Lofiego

Capture Specialist: Henrique Lofiego


Director of Global Cinematics: Mattias Lindahl

Cinematic Creative Director: Colin Matisz

Technical Designer: Ashley Raj-Tye

Technical Designer: Brad Perry

Sr Media Producer: Claes Dietmann

Cinematic Artist: Cody Kennedy

Cinematic Artist: Felix Stemmer

Sr Cinematic Line Producer: Jinnie Pak

Technical Designer: Jonas Gammelholm

Animator: Julian Baquero Escobar

Cinematic Artist: Louis Thomann

Technical Cinematic Artist: Marc Schmitz

Animator: Marco Sjöberg

Cinematic Artist: Mitch Sanchez

Lead Lighter: Rob Starr

Lighter: Scotty Shen

Animator: Skye White

Lead Cinematic Technical Designer: Travis Nabe

Music Supervisor: Raphaella Lima [EA]

Music re-mixing: Crystal Collective

Audio Post Production: Jack Hallet & Dan Beckwith @ Factory

Soundtrack Name and Composer: ‘The Blinding, by Jay Electronica