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World Goes Mad for ‘El Tornado’ Skill Move in Epic FIFA 18 Launch Spot

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adam&eveDDB enlists Cristiano Ronaldo and a slew of other sports stars in culture-permeating campaign

World Goes Mad for ‘El Tornado’ Skill Move in Epic FIFA 18 Launch Spot
To mark the worldwide launch of FIFA 18 on 29 September, adam&eveDDB and EA SPORTS have developed a new and innovative skill move that is unique to the game. ‘El Tornado’ is a seamless dragback, flick, and spinning volley (like a tornado) that has never been attempted in a real professional game - yet.
 
The commercial showcases how skills and ideas flow from EA SPORTS FIFA into both football and culture. Beginning with a player performing the ‘El Tornado’ move in FIFA 18 for the first time, they upload it for the review of the FIFA 18 community where it gathers traction from influencers around the world, spawning countless attempts and spin-offs as it ricochets through culture.
 
From in-the-game to on-the-pitch and across the globe, Antoine Griezmann, Dele Alli, and NBA superstar James Harden give us their take on the move after witnessing it first performed in-game and then on the pitch of the Santiago Bernabéu by FIFA 18 cover star Cristiano Ronaldo.


 
‘El Tornado’ is then picked up by brands such as adidas and Coke, who developed their own versions of ‘El Tornado’ content, as well as inspiring Run the Jewels to create their own bespoke track; “Mean Demeanor (El Tornado Mix)”. Dele even showcases his own ‘El Tornado’ Facebook Camera Lens.
 
And the advert is just the start, with top FIFA 18 players, world class footballers, brands and artists already being inspired by their first glimpses of ‘El Tornado’ - the real cultural impact of this new skill move is playing out on training pitches right now. If professional players prove that they can replicate the move in training, EA SPORTS can unlock the skill move for their virtual likeness in the game (virtual players and likeness must already be available in FIFA 18).
 
The campaign is launching with a longform online film supported by 90s, 30s, 15s, social story formats, and TV globally. 
 
Mat Goff, CEO of adam&eveDDB says: “EA SPORTS FIFA is an iconic gaming and entertainment franchise. The chance to build a new skill into a game so embedded in culture is a rare opportunity. It’s been fantastic working with EA, the best footballing talent on the planet and the FIFA gaming community and we can’t wait to see El Tornado take the world by storm.”
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Client

Advertiser: Electronic Arts (EA)

Brand: EA SPORTS FIFA 18

Post Production / VFX

2D Artist: Joe Tang, Dan Adams, Nina Mosand, Jeanette Eiternes

Colourist: Dave Luddy Ludlam

Creative Director: Jonathan Wesley

Executive Producer: Alex Fitzgerald

Post Production Company: The Mill

Creative Agency

Assistant Producer: Christopher Battye

CEO: Mat Goff

Chief Creative Officer: Ben Priest (Group), Richard Brim

Creative Agency: adam&eveDDB

Designer: Alex Fairman

Managing Partner: Dylan Davenport

Planner: Martin Beverley, David Mortimer

Producer: Sian Parker

Creatives: Tim Vance, Paul Knott, Rasmus Smith-Bech, Jonas Roth

Media Agency

Media Agency: Starcom Mediavest

Planner: Robbie McCawley, Tony Medio

Production Company

Director: Adam Berg

DOP: Erik Sohlstrom, Mattias Rudh, Simon Chaudoir

Executive Producer: Fergus Brown

Producer: Emma Butterworth

Production Company: SMUGGLER

Music

Audio Post Production: Factory

Music Supervision: Raphaella Lima

Offline

Edit Company: Trim

Editor: Paul Hardcastle, Dave Davis

Genres: In-camera effects, Visual VFX, People

Categories: Gaming, Sports and Leisure

adam&eveDDB, Fri, 29 Sep 2017 09:57:53 GMT