Fanta Middle East was eager to reach Arab teens and young adults. So we partnered with EA Sports to create Fanta Gaming Masters — an online FIFA gaming tournament. We created and promoted a 6-episode web content series featuring matches between the region’s top gamers.
Gamers are an isolated social group. So we actually created a new language that spoke only to them. Our promotional materials used real gaming commands in the place of words. Pass, Open, Score — all took on a new meaning.
We designed a studio with an interview zone and a “centre court” for marquee matches.
We created on-screen graphics suitable for network sports programming.
Gamers take their sport as seriously as any pro footballer. So we created episodes that had a high-end, dramatic feel. Here’s Episode 1 (shortened for time). All the episodes were directed and edited by my partner and myself.