EA SPORTS: FUT instagram FILTER
The little Instagram filter that could.
[Featuring some quality acting from yours truly.]
EXCERPT FROM A PIECE ABOUT THIS PROJECT:
Continuing our partnership with EA Sports, we teamed up to launch the highly anticipated FIFA Ultimate Team (FUT) Instagram filters.
The Mill’s Creative Director Tom Dibb talks us through the process.
Tom Dibb: We used AR to make a big football moment even bigger, reaching 93 million people. Here’s how it worked…
Every year EA Sports’ FUT rankings shake the world of professional football. Across the globe, superstar players wait nervously for a seismic piece of information:
The number.
If players get a FUT ranking of 90+ the’re up there with the Messis and Ronaldos of the world. Get a 40 and… You don’t even want to contemplate getting a 40.
It’s a yearly event that gets the world of football talking. Professional players jump online to celebrate or dispute their number. An army of football fans is waiting to engage them. It’s a quirk of the FIFA game that has become a larger than life moment.
But it’s still just a moment.
EA Sports asked us to come up with a simple idea to extend it, something that gave their audience a chance to take part in the ratings process and sparked a secondary conversation on social.
We devised an AR camera effect that transported the user inside their very own FIFA ratings reveal, complete with 3D FUT card and stadium. And we did it all through the magic of Instagram, where users could capture and share their experience. This was built in its entirety at The Mill.
The project was a runaway success and racked up some astounding levels of engagement:
In the first iteration we saw over 31 million impressions with over 2 million captures.
The second iteration (for Team of The Year) saw over 62 million impressions and over 6 million captures.
Plus the client was chuffed:
