CLIENT: UEFA X EAFC 24 / AGENCY: WASSERMAN
ROLE: CREATIVE DIRECTOR / ART DIRECTOR / DESIGN
BRIEF
CREATE AND LAUNCH THE NEW UEFA UCL ULTIMATE TEAM KIT FOR EAFC 24
RESPONSE
The UEFA Champions League continued its long-standing partnership with EA SPORTS with the release of UEFA UCL Ultimate Team Kit featured in EAFC24, dubbed “UCL Glory”.
With the role of Creative Lead and AD, it was a joy watching this come to life. Being able to play the game myself with a kit I created was certainly a proud moment. The kit was created to be an outlet of the raw emotions of a champion. A distraction from the stresses of the game, a beacon of expression and hope on the road to glory.
Tapping into the raw emotion of the UCL feeling, the kit design boasts expressive splashes of colour and vibrancy with signature magenta and cyan hues. Featuring the iconic UCL star ball emblazoned on the front, complete with sleeve patches and Champions League branding.
Working closely with MREGFX, we led the launch campaign with striking 3D imagery. We explored the details of the kit and built a dynamic environment around it. Taking inspiration from the kit colours, we added depth and dynamism to our visuals with neon lights and bespoke pattern details.
As well as being able to wear and play in the kit online, in-game “UCL Glory” kit pack also give players the opportunity to uniquely customise their teams throughout the season by gaining access to a selection of stadium accessories synonymous with the UEFA Champions League and the kit design itself.
As a final touch to the partnership, when downloading the “UCL Glory” kit, players were entered into a draw for a chance to win an exclusive physical kit to take the bold style to the street.
