FIFA 22 OOH

FIFA 22 saw the release of a new in-game innovation called Hypermotion. Hypermotion blurred the lines between real football and gameplay, resulting in unparalleled realism never before seen in a football simulator. From that insight, I created a messaging structure for OOH to promote the new technology and to raise excitement for players being able to not just play as their favourite footballers, but to actually become them. The campaign ran outdoor across major cities: New York, London, Paris and Berlin as well as on EA Sports FIFA and PlayStation social channels.