EA FIFA '23 '3D Billboards'

Soccer. Futbol. Football. Any way you slice it, we share a heartbeat when it comes to the collective enthusiasm for the sport of footie and the art of the game. So imagine the electricity in our excitement when EA approached us to build out a collection of 3D billboards in New York Times Square and Shinjuku Japan to showcase the release of FIFA 23 featuring some soon-to-be legendary players. Rather than live within the confines of the dimensional space, we wanted to push the limits and harness the energy of the sport. To feel the pace and speed, the choreography and control, and to celebrate alongside the likes of Sam Kerr and Kylian Mbappe. Now that is one heckuva goal celebration.

  • Design & Animation: Scholar

  • Creative Directors: Gerald Ding, Will Johnson

  • Managing Director / E.P.: Anne Skopas

  • Head of Production: Nicole Smarsh

  • Director of Production: Tyler Locke

  • Sr. Producer: Lindsay McQueen, Michael Heil

  • Design Lead: Zach Herdman

  • Designers: Susie Scheer, Tyler West, Angela Zhu

  • 2D Animator: Steven Lee

  • CG Supervisor: Tim Hayward

  • 3D Animators: Melik Malkasian, Tyler Mele

  • Lighters: Yas Koyama, Cristina Kuong, Patrick Vidal

  • Dynamics/FX: Pasquale Pellegrino, Eric Zimmerman

  • Comp Supervisor: Dae Kang, Ryan Kaplan

  • Compositors: Kevin Njoo, Navid Bagherzadeh, Chu Chu, Matthew Steidl

  • Editor: Dominic Strazulo

  • Artist & Track Name: You + Me (Instrumental) by MUNNYCAT

  • Talent: Sam Kerr, Kylian Mbappé, Christian Pulisic, Son Heung-Min

“Our goal was to give the audience a new perspective on the 3D billboard and put them right in the middle of the pitch.”



"The most challenging aspect was building a setup that allowed us to animate the full environment while still matching the vanishing point from the view on the street."

“The hero moments were decided before we went into animation. We knew we wanted to have moments of slow motion that then ramped up in speed, and as we learned more about how the billboards worked, we pushed further, even cheating the scale on the foot and ball to make it feel really frame-breaking.”