Electronic Arts
Building a dream squad.
As an extension of the FIFA 22 campaign, we embarked on a program to choreograph and capture the sport’s best footballers for the FIFA 22 Ultimate Team (FUT) game experience, which allows you to build your dream squad from thousands of players worldwide. The goal was to bring gamers closer to the athletes than ever before, highlighting not only their signature moves but also their unique personalities. Cinco developed a robust design system, conducted a cover photoshoot with five athletes in three cities, and finalized all marketing assets across hundreds of deliverables, resulting in a comprehensive style guide and toolkit for EA marketers and partner agencies around the globe.
Art Direction & Design
Content Creation
Planning & Production
Systems & Toolkits
The graphic language merges FUT's in-game color palette and pattern with the FIFA 22 "powered by" message, highlighting the story of footballer’s authentic moves experienced in the gameplay.
The graphic language merges FUT's in-game color palette and pattern with the FIFA 22 "powered by" message, highlighting the story of footballer’s authentic moves experienced in the gameplay.
The graphic language merges FUT's in-game color palette and pattern with the FIFA 22 "powered by" message, highlighting the story of footballer’s authentic moves experienced in the gameplay.
The graphic language merges FUT's in-game color palette and pattern with the FIFA 22 "powered by" message, highlighting the story of footballer’s authentic moves experienced in the gameplay.
The graphic language merges FUT's in-game color palette and pattern with the FIFA 22 "powered by" message, highlighting the story of footballer’s authentic moves experienced in the gameplay.
The graphic language merges FUT's in-game color palette and pattern with the FIFA 22 "powered by" message, highlighting the story of footballer’s authentic moves experienced in the gameplay.
The graphic language merges FUT's in-game color palette and pattern with the FIFA 22 "powered by" message, highlighting the story of footballer’s authentic moves experienced in the gameplay.
The graphic language merges FUT's in-game color palette and pattern with the FIFA 22 "powered by" message, highlighting the story of footballer’s authentic moves experienced in the gameplay.
The graphic language merges FUT's in-game color palette and pattern with the FIFA 22 "powered by" message, highlighting the story of footballer’s authentic moves experienced in the gameplay.
The graphic language merges FUT's in-game color palette and pattern with the FIFA 22 "powered by" message, highlighting the story of footballer’s authentic moves experienced in the gameplay.
The graphic language merges FUT's in-game color palette and pattern with the FIFA 22 "powered by" message, highlighting the story of footballer’s authentic moves experienced in the gameplay.
The graphic language merges FUT's in-game color palette and pattern with the FIFA 22 "powered by" message, highlighting the story of footballer’s authentic moves experienced in the gameplay.
The graphic language merges FUT's in-game color palette and pattern with the FIFA 22 "powered by" message, highlighting the story of footballer’s authentic moves experienced in the gameplay.
The graphic language merges FUT's in-game color palette and pattern with the FIFA 22 "powered by" message, highlighting the story of footballer’s authentic moves experienced in the gameplay.
A dynamic grid of layered content evokes the concept of player cards and the customization of unique player combinations for your team.
A dynamic grid of layered content evokes the concept of player cards and the customization of unique player combinations for your team.
A dynamic grid of layered content evokes the concept of player cards and the customization of unique player combinations for your team.
A dynamic grid of layered content evokes the concept of player cards and the customization of unique player combinations for your team.
A dynamic grid of layered content evokes the concept of player cards and the customization of unique player combinations for your team.
A dynamic grid of layered content evokes the concept of player cards and the customization of unique player combinations for your team.
A dynamic grid of layered content evokes the concept of player cards and the customization of unique player combinations for your team.
A dynamic grid of layered content evokes the concept of player cards and the customization of unique player combinations for your team.
A dynamic grid of layered content evokes the concept of player cards and the customization of unique player combinations for your team.
A dynamic grid of layered content evokes the concept of player cards and the customization of unique player combinations for your team.
A dynamic grid of layered content evokes the concept of player cards and the customization of unique player combinations for your team.
A dynamic grid of layered content evokes the concept of player cards and the customization of unique player combinations for your team.
A dynamic grid of layered content evokes the concept of player cards and the customization of unique player combinations for your team.
A dynamic grid of layered content evokes the concept of player cards and the customization of unique player combinations for your team.
We captured five athletes at diverse times and outdoor settings, then meticulously edited the images in post to include kit swaps and a unified environmental aesthetic.
We captured five athletes at diverse times and outdoor settings, then meticulously edited the images in post to include kit swaps and a unified environmental aesthetic.
We captured five athletes at diverse times and outdoor settings, then meticulously edited the images in post to include kit swaps and a unified environmental aesthetic.
We captured five athletes at diverse times and outdoor settings, then meticulously edited the images in post to include kit swaps and a unified environmental aesthetic.
We captured five athletes at diverse times and outdoor settings, then meticulously edited the images in post to include kit swaps and a unified environmental aesthetic.
We captured five athletes at diverse times and outdoor settings, then meticulously edited the images in post to include kit swaps and a unified environmental aesthetic.
We captured five athletes at diverse times and outdoor settings, then meticulously edited the images in post to include kit swaps and a unified environmental aesthetic.
We captured five athletes at diverse times and outdoor settings, then meticulously edited the images in post to include kit swaps and a unified environmental aesthetic.
We captured five athletes at diverse times and outdoor settings, then meticulously edited the images in post to include kit swaps and a unified environmental aesthetic.
We captured five athletes at diverse times and outdoor settings, then meticulously edited the images in post to include kit swaps and a unified environmental aesthetic.
We captured five athletes at diverse times and outdoor settings, then meticulously edited the images in post to include kit swaps and a unified environmental aesthetic.
We captured five athletes at diverse times and outdoor settings, then meticulously edited the images in post to include kit swaps and a unified environmental aesthetic.
We captured five athletes at diverse times and outdoor settings, then meticulously edited the images in post to include kit swaps and a unified environmental aesthetic.
We captured five athletes at diverse times and outdoor settings, then meticulously edited the images in post to include kit swaps and a unified environmental aesthetic.
