New innovative way to reveal the next cover of FIFA 14, while also showcasing tech and realism.
Execution
In a mocap studio in Oxford, the EA Sports team came over from Vancouver to capture Gareth Bale’s true likeness and motion, including his infamous knuckleball freekick technique. Capturing footage and interviews on the day, we also allowed journalists to have themselves mocapped to get a full experience.
Results
FIFA 14 launched in UK and Ireland with increased media coverage YOY of 31% in national print, 42% in consumer print, 167% in broadcast, and 330% online.