Title | Next-Gen Lionel Messi |
Agency | Wieden + Kennedy Amsterdam |
Campaign | It Just Got Real |
Advertiser | Electronic Arts Inc. |
Brand | EA SPORTS™ FIFA14 |
Posted | November 2013 |
Business Sector | Video Games/Consoles |
Story | This 'Messimorphosis' begins in an average looking lounge, but as our gamer picks up his controller an incredible transformation begins. His skin starts to give way to reveal a layer of CGI skin. He looks down and something is happening beneath his shirt; he lifts it up to see a six-pack popping out one muscle at a time. The bone structure of his face starts to change as he becomes more and more like the FIFA 14 avatar – his mouth shrinks and his jaw reforms with a strong dimple appearing on his chin, just like Messi's. The bridge of his nose widens, and his eye sockets re-shape with a dark brown colour running down his blue eyes. We see the lounge's shag pile carpet has given way to grass, as the gamer's cotton t-shirt is replaced by the synthetics of a CGI Barcelona shirt. From within our gamer's bare feet emerge Messi's football boots, stretching around the contours of his body. The transformation is nearly complete. The gamer has become avatar Messi. Apart from one detail - his hair. It's still blond and floppy. He gives his head a little shake and with that it shrinks and darkens to match Leo's. If only all haircuts were that simple. Having transformed into the ultimate gaming experience, the avatar throws his controller to the floor to see it balloon into an Adidas match ball. He takes it in his stride and charges on to the greatest field FIFA's ever seen. It just got real. |
Media Type | Television |
Length | |
Production Company | Stink Films |
Editing Company | Whitehouse Post |
Post Production | MPC LDN |
Advertising Manager | Todd Sitrin |
Advertising Manager | Jamie McKinlay |
Advertising Manager | Oliver Hughes |
Advertising Manager | Matt Mckie |
Advertising Manager | Dana Marineau |
Advertising Manager | Mark Evans |
Advertising Manager | Justin Shekell |
Executive Creative Director | Mark Bernath |
Executive Creative Director | Eric Quennoy |
Creative Director | Mike Farr |
Creative Director | Pierre Janneau |
Creative Director | Edu Pou |
Art Director | Ignasi Tudela Calafell |
Copywriter | David Smit |
Head of Production | Erik Verheijen |
Head of Production | Andrew Allen |
Production Company Producer | Jaime Tan |
Production Company Producer | Arnaud Ronquillo |
Strategic Planner | Ben Armistead |
Account Director | Kirk Johnsen |
Account Director | Nick Campion |
Account Manager | Kerstin Hagg |
Project Manager | Janna Harrington Boesjes |
Business Director | Justine Young |
Production Company | Resn |
3D Graphics | Resn |
Audio | Resn |
3D Character | Assembly Films |
Director | Tomek Baginski |
Director of Photography (DOP) | Stoeps Langensteiner |
Production Company Producer | Andrew Porteous |
Executive Producer | Edward Grann |
Editor | Adam Marshall |
Editor | stephen dunne |
Sound Design Company | Raja Sehgal |
Music | Guy Amitai |
Music | Messimorphosis |
Music Company / Composer | Pivot Audio |
Special Effects / VFX | Franck Lambertz |
CG Supervisor | Carsten Keller |
Telecine | MPC Amsterdam |
Colorist | George K. |
Post Production | Gerben Molenaar |
Post Production | Jamie Loudon |