For the launch of EA’s most social FIFA ever they wanted to showcase the crews and collectives that demonstrate the power of collective thinking and action - targeting millennials and Gen-Z who want their brands to stand for something in the same way they do.

We put together a wide reaching media partnership, anchored around 3 hero pieces which told stories that matter. 93 Famille told the story of Kyllian Mbappe’s rise through the story of the community ethos of much maligned Bondy. Beat the Bias told the story of racial bias in football commentary, and the pioneering collectives making space for Black voices in sport. And The Crossover told the story of the team energy fuelling success in football and music alike.

Our distribution strategy utilised characters and contributors from the hero films to create content extensions and publish the content - treating talent, story and distribution as one.

The results were incredible, but what I’m most proud of is the legacy it created - we launched an internship programme funded by EA, with COPA90 taking on a group of young minority ethnic creators for a 12 week programme that ran for four straight years.