AgencyAdam & Eve/DDB
The launch campaign for Fifa 21 champions a spirit of collaboration as it follows football crews around the world gathering to play the game.
Moving away from a competitive "winner takes all" attitude, the ad spotlights unique teams from street footballers to crews united by fashion. French footballer Kylian Mbappé narrates and appears in the film.
Park Pictures’ Terence Neale directed the action remotely, in partnership with VFX and design studio Black Kite. DOP Kaname Onoyama shot the ad exclusively on an iPhone, with all footage captured under Covid restrictions in London, Paris, Berlin, Los Angeles, New York and South Korea.
The work was written by Selma Ahmed and art directed by Genevieve Gransden.