FIFA 23: Global Launch
EA SPORTS FIFA
Global Creative Director

This global launch marked the end of an era — the final installment in a 30-year legacy that defined football gaming. We set out to create a true celebration of the culture, passion, and emotion that FIFA inspired across generations of players.

The campaign led with an epic global TV spot — a love letter to football fandom — and came to life across 3D billboards in Shinjuku, Tokyo and Times Square, New York. Supported by a 360° media strategy, the launch drove a remarkable 12% year-over-year revenue growth, cementing FIFA’s farewell as a cultural milestone.

Having played FIFA since ’98, this project was deeply personal. To lead and deliver the final spot in the franchise’s history was both an honor and a career-defining moment — one that forever connects my story to the world’s most beloved football game.

My Role:
As Global Creative Director, I drove the campaign vision and execution from concept through delivery. Partnering closely with Wieden+Kennedy and Scholar, I led a multidisciplinary team of designers, writers, art directors, animators, and cinematic artists to craft an emotional, gameplay-driven farewell that celebrated the legacy of FIFA and the fans who made it legendary.