EA FC25 Ultimate Team

FC25 Ultimate Team (FUT) is the biggest, most profitable function in the EA world. It’s a brilliant feature that allows players to build their own team throughout the season. FC drop campaigns and beats every two weeks giving players the chance to have better players in their team. Our task was to create different campaigns, built on footballing insights, that also felt like they were from the same world.

The examples below - Winter Wildcards, Thunderstruck and Total Rush all do that. The level of craft and technical expertise made these campaigns stand out and were so well received they were ultimately built into the game itself.