NEW DAWN

EA Sports FC 24

Narrative
Visual Design

A bespoke pitch to celebrate Sam Kerr becoming the first female footballer on the cover of FIFA. A new dawn for football.

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.