FIFA 23 TEAM OF THE YEAR CAMPAIGN
I was the design lead for the EA SPORTS FIFA 23 largest live service campaign, Team of the Year. I provided the concept and helped produce the all levels of the campaign from start to finish. Big props to I LOVE DUST, our design agency that helped me craft these amazing gem stones that helped elevate the visuals for this campaign.
With all live service campaigns with FIFA, the Ultimate Team game mode’s key element is the ITEMS that hold the player stats and headshots. Our primary objective for all of our live services campaigns from a static perspective is to ensure that the items are at the forefront of any visuals. Elements, colour, typography should all support and highlight the item design.
Image below with the items is an early mockup that helped sell in the idea of how the visuals would look like.
The initial concept was to run with the idea of the gem stones from the item designs above. I was imagining having these high definition gemstones that were complex and would have the ability to zoom in on specific areas. Working with our design agency ILOVEDUST, they were able to execute my idea flawlessly. I really liked how they turned out. From a motion perspective you can see how they would have a slight subtle rotation on them and with light bouncing off of them. All to allude to the premium nature of the campaign. Below are four of my favorites.
