EA Sports FC26
WORLDWIDE OOH CAMPAIGN
Building on my role as one of the custodians of the global brand, continuing as I have for the previous 5 releases, I returned to design agency TEA as project design director and lead designer, to spearhead the agency side of the latest global rollout. Working with TEA’s multidisciplinary design and account teams, and in partnership with design and marketing counterparts at EA and Uncommon, the global campaign for EA Sports FC26 launched across 3 continents, spanning 9 countries in 8 languages.
This year’s pack and campaign leads saw returning England and Real Madrid midfielder Jude Bellingham joined by Germany and Bayern Munich forward Jamal Musiala, with the imperious Zlatan Ibrahimozic´ rightfully chosen as the Ultimate Team ambassador and brilliantly depicted on the cover recreating a magazine shoot from very early on in his career. Heritage.
Key arts and a brand toolkit were provided to support the consistent execution of the campaign worldwide. The rollout encompassed a broad mix of placements, including full-motion, subtle and static digital screens; large-scale printed OOH; landmark bespoke print and digital installations; and transport takeovers across buses and Stations. This extensive collaboration between client teams, creative and media agencies, and local territory partners resulted in a cohesive global campaign with strong cut-through and standout impact, all achieved through close teamwork and coordination.
As lead designer and project design director, my role combined hands-on design with creative direction, team leading and quality oversight, supporting the wider design team across print, digital and motion, whilst maintaining regular client engagement as the project evolved.
EA Sports FC26 was the best-selling game in Europe in 2025.
Campaign showreel created at TEA.
TRANSPORT PLACEMENTS
Bus Superside, UK
BESPOKE OOH
UK - Shepherd’s Bush, London.
Special Build 96 sheet with a tri-weekly rotating digital screen proclaiming updates on the number of goals Zlatan has scored in FC26.
France - Paris, St. Denis building wrap, featuring local ambassador Bradley Barcola.
France - Paris, St. Denis building wrap, featuring local ambassador Bradley Barcola.
Norway - Oslo Nationaltheatret Station Domination
Mexico - Mexico City Tunnel Walls
Mexico - Mexico City Painted Mural
In collaboration with supremely talented artists in Mexico City, this artwork was recreated in paint and neon for a standout piece.
Mural Source Art
Mural Finished Painted Art
France - Paris Gare de Lyon Digiwall Takeover
LARGE FORMAT PRINT PLACEMENTS
DOOH SITES
Motion digital sites were a massive component to this years release, with many in very unique places. This work was executed by an outstanding digital team, 3x bigger than previous years. I offered support and guidance for the digital team with regards to edits, layouts, athletes options, footage sourcing, footage editing and team usage. I also did a couple myself, including the Eindhoven Tower below, and assisted and designed static placements too.
Obviously this is just a small sample of the work created for such a huge campaign. The majority of the artwork shown above was made by me, though some of it was made by the highly skilled team at TEA and EA.