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EAFC HQ INSIDE LOOK
Amplify + EAFC invites the world’s most influential voices to see, feel, and play the game firsthand.
Challenge
In recent years, fans of EA FC franchise have become increasingly vocal — expressing frustration over incremental updates, recycled features, and what they perceive as a lack of innovation across annual releases.
Despite real strides being made behind the scenes — from gameplay mechanics to visual fidelity and realism — there's a growing trust gap between the brand and its most dedicated players. Many feel let down, skeptical that each new installment truly delivers on its promise of progress.
For FC26, the challenge is clear: how do we cut through the noise, earn back credibility, and show — not just tell — that this year’s title is a game-changing leap forward? How do we reignite excitement in a community that’s been conditioned to expect more of the same?
Insight + Strategy
For FC26, Inside Look wasn’t just a press beat — we wanted it to be the ignition point for the broader FC26 campaign.
Designed as the first hands-on moment for creators and media, HQ Inside Look invited the world’s most influential voices to see, feel, and play the game firsthand — transforming early access into early advocacy.
Timed strategically after the release of the gameplay trailer, the event was a launchpad for both earned and owned storytelling. With embargo lifting alongside the gameplay deep dive, we partnered with EA to create a clean runway: owned channels spotlight gameplay and event-driven content without cannibalizing pre-order momentum.
This wasn’t about showing the game — it was about setting the tone.
EA sought for the Reveal Event to define how FC26 will be talked about in the weeks that follow, shaping public sentiment and staking claim during a critical commercial window.
Solution
At the heart of this experience was a bold new visual identity – The Club is Yours. This was our North Star, all experience platforms laddered back into the larger campaign putting EA SPORTS FC players at the forefront of everything.
It was about showing them how the club is theirs, versus just saying it.
Developed by EA partners, this identity signaled change from the very first impression. Every design touchpoint — from signage to spatial builds — embodied the modern FC DNA: premium, confident, globally aware, and unapologetically player-first.
WELCOME moment / check in
impactful moment with personalized badges borrowing from FC26 design details
BREAKOUT ROOMS
Breakout sessions that will cover the headlines for FC 26 and community feedback that shaped them.
GAMEPLAY + INTERVIEWS
Press Interviews with studio spokespeople and gameplay stations highlighting the new competitive mode as well as FC Mobile.
STREAMING STATIONS
10+ streaming stations available for creators to go live the moment the Gameplay Deep Dive embargo lifts.
MOCAP
Make EA Vancouver a playground for capturing content, including face scanning and motion capture.
EAV PITCH
Experiences for Creators to play IRL and capture content on the famous EA Vancouver Pitch
FEEDBACK BOOTH
An opportunity for Creators to speak directly with FC Development team members to discuss what they want to see in FC moving forward.
43
Creator attendees
21
Press attendees
95
Gifs created in booth