THERE IS NO HOLDING BACK YOUTH IN THE NEW FIFA 21 CAMPAIGN STARRING KYLIAN MBAPPE, ERLING HAALAND, TRENT ALEXANDER-ARNOLD, JOAO FELIX AND THE LEGEND THAT IS, ERIC CANTONA IN THE RIFF RAFF AND EA SPORTS NEW CAMPAIGN.
MPC partnered with Riff Raff to remotely deliver EA SPORTS’ new star-studded FIFA 21 launch film.
Director, Keane Pearce Shaw from Riff Raff Films and the MPC design team worked in close collaboration to develop and create a style that could act as the gel that helps tell a story combined of real world and gameplay components. Art Directed by Donal O’Keeffe, and co-lead by Senior designer Paul Hunt, MPC’s design team also teamed up with the collage artist Jazz Grant to help create a mixture of old school analogue collages alongside a more modern ‘digital style’ of animation.
The Collage style as designed by Jazz Grant
The retro styled collage animations were animated by designers Jess Gayner, Adam Roche and Paul Hunt. Taking the elements and designs from the artist Jazz Grant, our animators built a rhythmic and stylish animation approach that complimented Jazz's intentions and brought her designs to life.
The Digital style
Our task at MPC was to develop and create a visual style that bridged the gap between the retro and the now. Keane wanted us to evoke a real sense of time and personality in our graphics but we also needed to move them forward in time and incorporate the more contemporary aesthetic world of EA’s FIFA 21. Here is a sample of the successful designs chosen by the director that helped form the foundation of the different animations that made up the final film.
Moving on from the art direction phase and look development the team at MPC, led by Senior designer Paul Hunt, started the production on 19 separate graphical moments within the film. It became a designer’s dream project with work that combined a strong mixture of styles and techniques; elements of cell animation, scanned textures, typographic compositions and subtle animation.
Along the way we had to develop other looks to complement moments where the digital collage didn’t quite fit.
New bespoke graphics
Riff Raff Films
Director – Keane Pearce Shaw
Production Producer – Cathy Hood
MPC TEAM
Producer – Ryan Hancocks, Abhinav Sharda
Art Director – Donal O’Keeffe
Senior Designer – Paul Hunt
Design Team – Adam Roche and Jess Gaynor
2D Team – Lora Nikolaeva, Ramadoss, Vignes Elumalai, Ragesh Ramachandran, Kiran Veerswarupu, Karthhikeyan M D, Manideep Sanisetty, Rajnikant R, Mahendra Reddy.
Collage Artist – Jazz Grant
Colourist – Duncan Russell
Client
EA SPORTS
Creative Production Lead – Andy Gillooley
Associate Creative Director – Alex Elms
Sr Director, Creative – Paul Marr
Lead Capture Specialist – Victor Fischer
Assistant Video Editor (Versioning) – Chris Wilton
Motion Graphics Artist – Jesus Delgado
