NEW DAWN

EA Sports FC 24

Narrative
Visual Design

A new dawn for football.

A bespoke pitch to celebrate Sam Kerr becoming the first female footballer on the cover of FIFA

We used the goal circles and type to feel like the rays of the sun, spelling out Sam’s name. A nod to the moment, the player and our location - Sydney.

A real world version of the pitch was built in the heart of Sydney’s football community at the PCYC Auburn (NSW)

  • Blood UTD
    Sam Kerr
    Sir Ian Wright
    FC Futures
    Banter (activation)
    Sportszone (activation)

Graphic of a virtual sports fields with the EA Sports FC 24 logo in the center. The image features abstract representations of football fields on either side with a yellow lightning bolt symbol inside the logo.
An outdoor sports complex with multiple basketball courts, a small parking lot with a few vehicles, trees lining the area, and a distinctive rooftop maze with geometric shapes and vibrant colors.
A man in a black jacket and cap holding a soccer ball standing on an artificial turf soccer field with four young girls in matching black sports uniforms, each with a soccer ball at their feet, all smiling and posing for a group photo.