Modus Operandi Harnesses Kinetic Power of Football In Global EA SPORTS FIFA Package


Last Updated: August 25, 2012 2:23 am GMT
(Hollywood, California--August 25, 2012) Harnessing the intensive power of football (US soccer), Modus Operandi (ModOp) has created a massive EA SPORTS FIFA global package that includes over 50 individual elements that showcase “Football’s Social Network” with elegance and style.

ModOp developed a brand design that taps the passion of the players and the kinetic nature of the sport to meet EA’s call for a striking, innovative, and versatile package to complement the existing in-game assets and work across all media.

View the Gamescom trailer here:

The end goal was to deliver a broadly useful set of modular elements including motion graphics IDs and toolkits, transitions, loopable backgrounds, print toolkits, presentation graphics, murals, and feature set callouts for the year’s events and internal communications.

At the core of the concept, ModOp arrived at the “Nucleus” – a football and yet not just a football. While it is shaped like a regulation ball, ModOp developed various methods of exploding, deconstructing, and styling it to imply various aspects of the sport and the players; “It represents the passion, unpredictability, and unscripted electricity of the game” says Derich Wittliff, Executive Creative Director. “It echoes the players who race like dynamos down the field, hurling themselves into action. As well as the massive social network built into the game, and the community of players who support it.”

Set in a sparse, white environment and accented by glowing filaments and a burning core – the ball is an open motif, with a visual rhythm and lots of kinetic surprises. The action is aggressive, frenetic at times, and the Nucleus Ball transforms in unexpected ways. While the Nucleus (like a World Cup trophy) is always at the center of the action, it is also at the service of the content – the gameplay, footage, messaging, and other FIFA material is introduced by way of the ball and its panels.

Production of the package utilized Cinema 4D, After Effects, and Final Cut Pro, with a number of custom action scripts and other plugins. ModOp also provided original music, sound design, licensed music, and editorial, delivering modular toolkits in After Effects for internal FIFA updates.

Modus Operandi is a company built on the triad of creativity, digital and strategy. In partnership with clients of all stripes, ModOp develops and produces campaigns and executions that are creatively strong, strategically on-target, and flawlessly executed across the ever-expanding universe of distribution platforms.

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