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Electronic Arts: Wrong Breaks New Ground by Adam&EveDDB

Date: Sep 2019
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Marking the worldwide launch of FIFA 20, adam&eveDDB has created a new global campaign focussing on innovators that play ‘wrong’ in the stadium, in the street and in the game.

The 90-second film highlights that, from the stadium to the street, football has always been pushed forward by people who do things differently. It celebrates those that play ‘wrong’ and defy conventional wisdom to play in their own uncompromising style.

The ad features superstars from the stadium Eden Hazard, Raheem Sterling, Jadon Sancho, Vinícius Jr and Megan Rapinoe, alongside street football innovator Lisa Freestyle and boxer Anthony Joshua.

Credits

Group Senior Producer: Anthony Doyle

Senior Producer: Andy Gillooley

Senior Creative Director: Paul Marr

Creative Director: Tom Gent

Senior Director of Strategy: David Jackson

Senior Brand Manager: Josh Farber

Agency: adam&eveDDB

Chief Creative Officer: Richard Brim

Executive Creative Director/s: Ant Nelson & Mike Sutherland

Creative Director/s: Tim Vance & Paul Knott

Copywriter: Richard Gayton

Art director: Darren Beresford

Agency producer/s: Ben Sharpe, Rosie Grayson, Nia Maclean, Nikki Cramphorn

Planner/s: Martin Beverley, David Mortimer

CEO:Mat Goff

Managing Partner: Mike Stern

Business Director/s: James Derrick

Account Director/s: George Fox

Account Manager/s: Jake Gidley

Legal Council: Trine Odin

Designer/Typographer: Alex Fairman, Roberto Celentano

Motion Graphics: George Fowler, James Ireland

Media agency: Msix

Production company: Pulse Films

Executive Producer: Lucy Kelly

Producer: Lucy Gossage

Director: Yann Demange

Cinematographer: Tat Radcliffe

D.O.P: Tat Radcliffe

Editing Company: Trim Editing

Editor: Paul Hardcastle & Magdalena Plugowska

Post Production: The Mill

Post Producer: Alex Fitzgerald & Dan Crozier

2D Artist Lead: Gianluca Di Marco & Venuprasath D

3D Artist Lead: David Hempstead

Colourist: James Bamford

Music Supervisor: Raphaella Lima (EA)

Audio Post Production: Factory

Recording Engineer: Phil Bolland

Sound Producer: Deborah Whitfield

Soundtrack name and composer: “Offence”, performed by Little Simz. Written by Simbiatu Abisola Abiola Ajikawo, Dean Wynton Josiah Cover and Cleopatra Zvezdana Nikolic. Music remix for advert by Mad Planet.

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