EA Sports taps Blood UTD for FIFA21 Australian launch series

EA Sports and creative agency Blood UTD have launched a content series featuring Aussies musicians and sports stars to celebrate the launch of FIFA21 down under.

The #FIFAFLAIR & FRIENDS series takes viewers and fans inside the lives of celebrities as they chill out with their mates, play FIFA, and chat about life in general.

F1 driver Daniel Ricciardo stars in the campaign

The series stars musicians Peking Duk and Montaigne, as well as Formula 1 driver Daniel Ricciardo, exploring FIFA21’s new VOLTA street mode, a small-sided version of FIFA that encourages flair, tricks and expression.

With a fly-on-the-wall style of filming, each episode of the show goes into the lounge rooms of the stars, and gives gamers a chance to be featured by using the hashtag #FIFAFLAIR when they share their own plays, tricks and goals online.

Blood UTD copywriter Ewan Harvey said the esports agency wanted to use the series to give fans unique insights about celebs, all while playing FIFA.

“We have all seen big name stars give interviews, so we wanted to break that mould, create a format that can allow us to hear things from our celebs we haven’t heard before,” he said.

Head of marketing for APAC at EA SPORTS, Arbie Artinian, added: “Flair is such an important part of football, particularly in the street style game, so it is great to see these kings and queens of flair really deliver against that.”

Three episodes are now live, with plenty more to follow. The series can be viewed on the EA Games ANZ YouTube Channel.


Client: EA Sports
Head of Marketing APAC: Arbie Artinian
Marketing & Communications Manager ANZ: Alexander Kirk
Senior Engagement Manager ANZ & Japan: Amanda Seah
Athlete Relations Director: Alex Wilde

Agency: Blood UTD
Executive Creative Director: David Smith
Client Partner: Grant Oorloff
Copywriter: Ewan Harvey
Art Director: Mike Phillips
Animation: Mike Greaney

AU Production: Blood UTD
Executive Producer: Luke Coulson
Onsite Producer: Rachel Lounds
Director: Ewan Harvey & Mike Phillips
Sydney DOP: Kent Marcus
LA DOP: Chris Pilarsky

UK Production: Kode Media
Executive Producer: Jack Goodwin
Director: David Barr
DOP: Aadel Nodeh-Farahani

Post-Production: Blood UTD
Editor: Jodie Williams
Sound: Production Alley
Grade: Martin Greer


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