Kevin Walker
Thomas Schmid
Luisa Murray
Jon Gorman
Joyce N. Ho
Alex dos Santos
Andrew Chan Gladstone
Cody O'Neill
Asia Hunt
Peter Kallstrom
Mercy Lomelin
Gilles Desmadrille
David Hobizal
Cameron Browning
Eduardo Gooda
Ben Rohel
Jacky Jackson
Carol Erique
David Hobizal
Luke Barker
Yussef Cole
Sean Merk
Gilles Desmadrille
Nicole DiLeo
Nilsson Cajamarca
John Flores
Adam Smith
Rachael Park
Johan Eriksson
Andrew MacFarlane
Hannah Sun
Dan Cantelm
Ruoyu Wen
Matthew Ryals
EA Sports FC 24
Brand Motion System
2023Produced at BUCK, I creative directed the development of the motion brand system for EA SPORTS FC 24™, formerly known as FIFA. Uncommon Creative Studio helmed the design rebrand, and brought BUCK onto the team to craft a complete motion system that furthered their design thinking and celebrated “the beautiful game.”
This was a full system development which included the conceptual backbone and strategic thinking, as well as design and animation production. This entailed creating a robust motion system that fed into every facet of the FC 24 brand from typography animations, backgrounds, transitions, to social campaigns in every aspect ratio.
The motion system takes inspiration from the game of football itself, and builds upon the triangle shape which is so integral to the brand identity. The triangle gains a new energy, dynamism, and momentum once integrated into the motion system.
Our set of motion principles distilled the movement of the game itself:
Trajectory: the straight path of the ball and its players
Formation: the careful dance of teamwork
Momentum: the forward drive of the game
Match Cuts: the frenetic energy that carries through from one thing to another
Our goal was to imbue the visual identity with the energy of the game to evoke how football feels, both as player and fan.
Our holistic approach included a design system and a suite of assets for a wide spectrum of outputs — from in-game use to marketing and communications assets.
All in all, we made a whopping 1,028 animated compositions, including logos, animated backgrounds, transitions, lower thirds, end slates, accents, and an assortment of animated typography uses.
Our custom AE toolkit for the EA SPORTS FC motion system gave the AE team flexibility to quickly and easily adjust aspect ratios, toggle light and dark color palettes, and update typography.
As a companion to our toolkit, we wrote a set of motion guidelines so that our system could be easily utilized and adapted by future EA SPORTS FC partners.