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De Bruyne and Dybala Star in the highly anticipated EA SPORTS FIFA 19 Campaign


In the next phase of promotion for the highly-anticipated FIFA 19 game, footballers De Bruyne and Dybala star in a print campaign and gaming assets for the new video game. Media Agency, Lagardère partnered with high-end sport and athlete photographer Rafael Astorga and LS Productions for the FIFA Ultimate Team shoot.

The players showcase their respective skills and signature on-field celebration poses in the striking images whilst adorned in their team kits and the FIFA Ultimate Team Kit for 2019.

Taking place over two days at London’s Big Sky Studios, LS Productions serviced and produced the shoot with De Bruyne and Dybala. With a wealth of experience working with sporting talent and a key production hub in Manchester, LS Productions are well-versed in working with high-end footballers.

LS Productions managed the footballers, their trainers and coaches on set to allow for the very best performances to be captured in a limited time frame. Abi Atkinson, Senior Producer at LS Productions says: “Athletes have demanding and strict schedules meaning the time they have on-set is often quite short. So it’s crucial to have a highly-skilled team and to be prepared.”



“We set up the studio and arranged body doubles of the footballers to do the pre-light run-throughs before the talent arrived, allowing us to be most efficient on the day. We also had the athlete’s trainers and coaches on-set to ensure they were comfortable to perform, and, of course, their preferred music to create a brilliant atmosphere!” says Abi.

The production service company also covered details for action shots such as laying AstroTurf and crash pads and arranged for makeup artists to ensure the talent’s skin reflected their dewy in-game complexion. LS Productions also organised a private jet for one of the players.

As well as the still shots, behind-the-scenes motion assets for socials were also capture on set. Abi adds: “The motion elements of the shoot were actually a last-minute addition but, because we had a tight team in place, were able to accommodate this and in just one day.” We brought on board a great team, who at short notice, were able to quickly ascertain what was involved creatively and get things in place ready for the shoot.

On working with LS Productions, Andy Gilooley, Video Producer at EA Sports, says: "Great service, very professional, wonderful people."

“Team was lovely, flexible and experienced!" says Melissa MacGillivray, Executive Producer at Rafael Astorga Photographer.

The creative assets form part of a wider campaign for the game launched in September 2018.

About LS Productions
LS Productions is a UK-wide service production company that goes beyond service. They understand the creative, working collaboratively with a unique in-house locations team and database on hand to produce shoots for TV commercials, music videos, online content, fashion campaigns and editorials.

Recent clients include: Anomaly, Anonymous Content, Czar, Ford, GQ, Harper’s Bazaar, H&M, Johnnie Walker, Samsung, Strange Cargo, Stella McCartney, Stink Paris, Somesuch, British Vogue and Volvo.

Credits
Client: Electronic Arts (EA)
Executive Producer: Larre Sterling
Creative Director: Stan Zienka
Media Agency: Lagardère
Design Agency: Cinco
Art Director: Tom Crow
Production Company: LS Productions
Senior Producer: Abi Atkinson
Photographer: Rafael Astorga

About Abdi

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Betfair and Leo Burnett Showcase What it Means to ‘Play Smart’ with Global Football Superstars


Online gambling company Betfair and creative agency Leo Burnett London have launched an integrated campaign called ‘Betfair Play Smart’ targeted at new and existing customers and using world-renowned sports legends to show them how to ‘Play Smart’.

Leo Burnett London were tasked to create a campaign that highlights Betfair’s position in the market as the go-to place for smart betting by leveraging their sponsorship contracts with Arsenal F.C, FC Barcelona and Juventus F.C.

Using Betfair’s access to high profile talent as part of their sponsorship contracts, the campaign consists of three online films, using 12 world renowned football players, including; Bernd Leno (Arsenal FC) Leonardo Bonucci (Juventus FC) and Philippe Coutinho (FC Barcelona)

The club films convey how the football players assess, predict and anticipate moves before they happen, both on and off the pitch, emphasising Betfair’s position as being the place for smart bettors and a platform that embodies ‘Playing Smart’.

The Play Smart campaign is the sponsorship evolution of the Betfair campaign ‘Where Gut Instinct Meets Smarts’, building on the cognitive process of blending instincts, intelligence and competitiveness and the ability to ‘Play Smart’.

The campaign will be supported on social channels including Facebook, YouTube, Instagram and Twitter with a series of tactical short form edits, designed to drive viewers to watch the three club films. The edit featuring FC Barcelona’s attacking midfielder Philippe Coutinho will be turned in to a TV ad for Spanish markets broadcasting this week.

Stephen Mault, Brand Director at Betfair said: “We set out to create a digital led campaign, that would leverage our high-profile partnerships with FC Barcelona, Juventus and Arsenal to support our international growth. The creative positions the brand as the destination for the smart bettor, while building association between the brand and our high-profile partners. We’re delighted with the creative and the output is testament to the combined effort of brand and agency.”

Liam Hopkins, Board Account Director at Leo Burnett London said: “Betfair have managed to navigate a whole series of parameters to deliver a pioneering campaign in under one hour for each club shoot. They have positioned themselves as the place for people who ‘Play Smart’ and showcased their fantastic football sponsorship portfolio at the same time in this truly collaborative effort”.

Credits:
Title/Project - Betfair Play Smart

Agency - Leo Burnett London
Agency contact - Liam Hopkins, Client Lead

Client Name, Harry Phillips, Head of Sponsorship & PR

Copywriter - Liane Dowling
Art director - Gareth Butters
Planner/CSU Director - Ben Felton
Designer - Ron Morrison

Production company - Tangerine Films
Director - Ben Jones

Audio Post Production - Prodigious

Post Production - Prodigious

Exposure (media channels) - Facebook / Twitter / Instagram / TV – Spain & Brazil (Barcelona only)

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