EA Sports launched a powerful film in the first half of August to promote heavyweight champion Anthony Joshua’s arrival into its new UFC 4 game.
Agency 20something worked with production company Kode on the campaign which features AJ training in Finchley and District Amateur Boxing Club – where his fight career began.
The film shows AJ train, while his own voiceover narrates his authentic, unfiltered story as a fighter.
As the spot evolves, striking and glitchy animations are overlaid onto the real footage as AJ transforms into his in-game avatar.
Elliott Starr, senior copywriter at 20something said: “This was an exciting opportunity for us, personally and professionally. Working with someone as accomplished as Anthony has been an honour and a privilege. Before we could put pen to paper we had a lot to learn about Anthony, his journey and his rise to the top of his sport. We all had to incubate with hours and hours of documentaries to make sure this film reflected his true voice, values and personality. Anthony Joshua entering a game like UCF 4 is a powerful statement, and it needed a powerful film to match. We wanted Anthony to be proud of what we created to announce his arrival in the game. The project was fun, energising and collaborative from start to finish, with ideas bouncing between Kode, 20something, EA Sports and AJ himself.”
Alex Wilde, athlete relations director at EA Sports added: “As we continue to evolve our athlete storytelling, it was great to bring this film to life with KODE Media. Working with world class talent like Anthony Joshua always makes the job easier. However, the team at KODE & 20Something provided excellent insight & most importantly execution during what has been a challenging time for us all”.
Harry Cauty, director at Kode Media said: “To come out of lockdown with a project that packs this sort of punch is a dream for any director. I’ve admired EA’s advertising since I first started playing their games many moons ago. To get our hands on a project of this calibre was a real treat. What I loved about the opportunity was the chance to dig deeper. The script allowed AJ to speak in his true voice, and let people know what he’s about. I wanted to create a hybrid piece. I wanted something between intimate exposé and intimidating visual feast.”
It was real fun peppering the whole film with visual effects, they lifted the VO into a
The campaign was created for EA Sports marketers Alex Wilde and Jason Nikkinen by a team at agency 20something Copywriter Elliott Starr and production was handled by Kode Media with Director Harry Cauty, Producer Jack Goodwin, Editor Harry Cauty, ECD Will Thacker, Animators Andy Dawson, Anthony Scott and Rinat Ashkenazi, Designers Rory Stiff and Casey Highfield.
Sound design, mix and composition was by Harvey Gunn with colour by Kia Van Beers and David Keegan at Nineteentwenty.
Comment:
A brand marketers dream, the public are more used to seeing Joshua as a giant fighter inside of the ring and a considerate gent outside it. But this film seeks to delve in to a more primal side of a man who fights for a living.
“In the run up to the fight, it’s all business. But when you’re exchanging blows, that goes out the window. It’s personal” AJ tells us.
Links:
EA Sport UFC 4
https://www.ea.com/games/ufc/ufc-4
https://www.facebook.com/EASPORTSUFC
https://twitter.com/EASPORTSUFC
https://www.instagram.com/easportsufc/
https://www.youtube.com/c/easportsufc
20something
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