FIFA 22: Global Launch
Hypermotion Begins
EA SPORTS FIFA
Role: Global Creative Director
As Global Creative Director, I led the creative vision alongside my Marcom teammates to spotlight one of the biggest innovations in EA SPORTS FIFA’s storied history: the introduction of Hypermotion Technology. Our global 360° campaign featured cover star Kylian Mbappé, alongside icons like David Beckham and Zinedine Zidane, as they were drawn into the immersive new world of Hypermotion, a world where the game would never be the same.
The campaign was anchored by an epic TV spot, supported by a global out-of-home and digital media rollout that brought the technology and its impact on gameplay to life in a bold, cinematic way.
FIFA 22: HyperMotion Begins
This spot was an absolute blast to make. It brought some of my childhood heroes to life as they evolved from icons to FIFA ambassadors—marking Beckham’s first year as an official FIFA Icon. The launch trailer set the benchmark for Hypermotion technology, a proprietary system using Xsens suits and AI mapping to capture the world’s best players’ movements and port them directly into the game. So yes—Mbappé really has that turbo boost, and Haaland truly runs like a 6’5” Viking with a perfectly sculpted man bun.
Shot entirely during the pandemic with remote viewing sessions and green screen setups, Hypermotion Begins was a massive creative challenge and a labor of love. As Global Creative Director, I partnered with Sanam Petri (copywriter) and Ben Prout (strategy director), working closely with a wonderfully eccentric production studio to bring this saga to life.
Make it Magic
The spot is packed with Easter eggs the FIFA community adores: Beckham building Legos (a real insight into his downtime hobbies), a nod to his epic 2002 World Cup qualifying free kick, and Zidane cast as a sort of Professor X mentor to Kylian Mbappé—speaking philosophically about football and its connection to the realism of Hypermotion.
Everyone gets sucked from the real world into the Hypermotion universe, with cameos from Son, Alphonso Davies, and yes—Wrexham fans caught the cameo too. Major credit to Alex Wilde for bridging this all-star cast of celebrities and world-class footballers.
For me, working with Beckham was a childhood dream come true. I pulled every ounce of football knowledge into this spot, mixing iconic moments, big personalities, and cutting-edge VFX into one bombastic launch film. Honestly, so many rewrites, cameos, and layers of detail went into it—but the end result was pure fun.
Starring Kylian Mbappé, David Beckham, Zinedine Zidane, Wayne Rooney, Ryan Reynolds, Rob McElhenney, Heung-Min Son, Christian Pulisic, Samantha Kerr, Jude Bellingham, Phil Foden, David Alaba, Trent Alexander-Arnold, Rio Ferdinand, Alex Scott, and more. We made individual cut downs for all of our talents to hit the global scale this spot deserved.
