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The Club Is Yours - FC26 Content House

For the second year running, we worked with EA Sports to fuel fan hype for FC26 with the ultimate creator house and content playground.

Working closely with EA, we shifted away from previous ClubHouse launches to build the next generation of a creator house.

A two-day, multi-platform experience designed to put FC26 at the centre of the conversation days before launch, the space immersed the world’s core football and lifestyle creators - as well as key press and athlete talent - in the world of FC.

Embodying the creative platform - ‘The Club is Yours’ - the house was a playground of content opportunities engineered to maximise content output, social reach and fan engagement. And, most importantly, celebrate the collective voice of the players whose input shaped the innovation and transformation of FC26’s game play.

We then teamed up on a project in Canada earlier this year - EAFC HQ Like You’ve Never Seen It Before. For FC26, Electronic Arts (EA) again teamed up with Amplify to throw open the doors to EAFC HQ and invite media and creators to step directly into the world of football’s future. More than just a press event, this "Inside Look" at EAFC HQ was a chance for influential voices to play, create, and connect with the future of football. From one-on-one time with the dev team to motion capture on the pitch, exclusive gameplay, and content moments at every turn, Inside Look brought the magic of FC26 to life.

Our journey with Electronic Arts began in 2024 when we broke the traditional format of game launches to celebrate the launch of one of the world's most hotly anticipated games, EAFC ‘25. Our idea was a game-changing in-person and broadcast experience that unites gaming and football communities worldwide.

Introducing… EAFC ClubHouse
8 cities, 700+ creators, 49 current & historical players, 17 creator vs. athlete VIP match-ups, 1000+ guests, 1 live broadcast on Twitch with 710k watching live. This garnered 250M+ views, 30M+ engagements, 1.2B social reach and $1.8m earned media value.

A series of star-studded brand experiences for a few hundred people in New York, Sydney, London, Paris, Riyadh, Milan, Madrid and Düsseldorf broadcast live from Madrid to thousands globally via Twitch and shared across social media platforms.

EAFC Clubhouse was the biggest ever non esports broadcast on FC Twitch w/ 710k views and the 1st ever Spotify livestream feat. FC25 Soundtrack artists J. Balvin.Guests attendance and social posts helped EAFC maximize awareness, scale key messages, and deliver against KPIs during a major commercial moment for the brand.

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Amplify are lucky to work with some of the most innovative and progressive brands globally, often working as an extension of the team creating global campaigns, toolkits and campaigns that are activated locally, both delivering directly through our global hubs and / or supporting and managing local teams, agencies and individuals. We're as committed to 'doing good' as doing 'good work' and leading with responsibility. In 2023 Amplify was globally B-Corp accredited.

We have a wealth of talent that has worked with Nike across key territories ranging from the UK, Europe, Middle East, South East Asia and India and Australia, however each project has a specialist team that is dedicated to this. In terms of how we activate, we think globally but work hyperlocally.

Amplify take a global / local approach, with hubs in London, LA, Paris, New York and Sydney. We are often spearheading and supporting campaigns taking place across multiple markets. The Play Has No Limits launch of PlayStation 5 is a great example, with 27 events in 25 countries in 24 hours. More recently Amplify concepted, managed and delivered ‘The Clubhouse’ for EA FC (formerly FIFA) in key city Madrid, with local agencies delivering events in 7 further cities following our guidelines and guidance. The Madrid experience hero’ed cover star Jude Bellingham as one of the many players and creators in attendance, with Amplify designing and managing the livestream and social assets capture and creation.

This era of creator culture is rewriting the script of storytelling. We work with brands that want to go Off Script. Brands that want to break the format of branded entertainment and IP, by harnessing a new era of storytelling styles, tools and creators, such as with the finale of Netflix’s very own 'Casa del Papel' - which translated the IP into a reality show and a global broadcast.

Amplify has in-house expertise in creating events, shoots and livestreams ensuring both the URL and IRL experience is maximised, never compromised. We take a magazine format, often broadcasting tailored versions in multiple languages incorporating bespoke filming, shoots and local content.

We have a Co.Labs team dedicated to creators, communities and partnerships. We believe in the power of getting under the skin of real people to help brands understand their potential role in culture. Creators, influencers, talent and communities are an extension of a brand’s audience and have the power to influence everything from cultural relevance to buying decisions, and so we believe understanding the power of collaborations is key to brand success.

Following pioneering anamorphic for the launch of the PlayStation 5, increasingly Amplify had been used as a go to agency for creative technology, installations and disruptive media. Amplify also have a dedicated FUTURES division, with a team of creative technologists who are as creative as they are solutions orientated.

Good ideas don’t need to cost the earth. Often when budgets or timelines are limited is when creativity and creative problem solving can prevail - whether finding a venue that does the job, through a collaborative partnership or a killer idea that cuts through. Amplify also has a specialist youth and gen z focused agency. Seed specialise in fusing brand experience, creator and content - and are used by brands such as Adobe. Amazon, Lululemon, New Balance and Spotify to seed and launch new IPs, products and services.

  • Approach

    We were founded as a 'home for creative people and clients' on a shared mission to join 'the dots between people, brands and culture'. We know we have two clients, both the brands that give us the killer briefs and the often hard-to-reach audiences they're trying to engage. Through our campaigns, we find cultural spaces where a brand and audience can come together to create conversation, community and culture - building loyalty and long-term relationships.

    We ensure brands cut through in this busy, saturated and complicated world by creating simple, moving and effective campaigns that are empathetic, often living across multiple channels.

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  • Capabilities

    We place narrative design + storytelling at the heart of everything we create.

    That's why we believe the more we blur the lines between physical experiences and online digital experiences, the more we can captivate our audience with brand stories designed to be shared. This belief has led us to continue crafting the creative services we offer, all through the lens of experience, entertainment, and culture. This allows us to create ideas, campaigns, experiences, and platforms that can be amplified at every touchpoint and across the entire media mix, traversing channels and all the spaces in between.

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  • Specialisms

    Through our initiatives, we explore how worldbuilding puts the audience at the heart of a brand, how story-driven content better connects to culture, how brand collaborations can turn cultural worlds on their axis, and how new technological advancements shape the world around us.

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  • Responsibility

    We lead with responsibility. It has always been important to us to think and act responsibly. This is why everyone at Amplify is committed to adopting considered and conscious decision-making when creating campaigns on behalf of our clients, with the goal of moving culture forward with a positive and long-lasting impact.

    Our work-in-progress mentality means that we aim to improve the impact we have on our people, the wider cultural landscape our work exists within and the planet we live on. Always questioning the little things to constantly innovate and find the inch of improvement that adds up to something bigger.

    Our breadth of work and accountability, driven by our ongoing belief that we are 'always a work in progress,' have led us to become a Certified B Corporation™ across all our global offices.

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  • Culture Briefings

    Culture matters because it defines us. Forming the building blocks of our identities – from fashion to music, sport to wellness and everything in between – culture is what people really care about. That's why brands need to engage their audiences through culture, facilitating, complementing and contributing to the lifestyles and identities they are looking to create.

    Culture briefings help you keep up to speed with innovations and evolutions happening across the cultural spectrum, mapping opportunities, learnings and need-to-knows that can keep brands afloat amidst the cultural riptide.

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