— The Challenge —

The beautiful game is far bigger than the pitch it’s played on and EA Sports needed to reconnect with FIFA players and fans. They wanted to move back into ‘the heart of football’ for their audience, encouraging individual and community participation. 

FIFA22 had the opportunity to shape its narrative: one that celebrates football’s power to forge new connections between diverse communities.

— TCO Solution —

EA Sports needed an authentic partner who were already tapped into the intersection of community, culture and football.

Utilising Huck, we used the beautiful game as a launchpad to tell character-led stories about the hidden corners of football culture. We used our links into unexpected communities and documented how football has the ability to transform lives - on and off the pitch.

In Common Goal, a partnership with EA Sports FIFA 22, we spotlight Stonewall FC and Fans Supporting Foodbanks, two groups using the power of football to enact positive change.

— AT A GLANCE —

• 7 minute hero film

• 2 cutdown films per community group

• 2 social carousel of images 

• 10 lifestyle stills

• 3 editorial huck features