CLIENT: EA Sports
COMPANY: TEA
ROLE: Creative Lead

It was that exciting time of year again when EA Sports geared up to launch the next instalment of their world-famous FC franchise—this time, FC26.

I was genuinely thrilled when TEA reached out and invited me to take on the role of Lead Digital Designer for the International DOOH campaign. This was a major global rollout, and stepping into the lead position meant guiding a team of four talented designers while setting the creative benchmark for the entire campaign. I was responsible for developing the master creative—establishing the visual language, motion approach, and overall design direction that every market would follow. On top of that, I handled the design and build for all bespoke sites, ensuring each location received high-impact, tailored creative that maximised visibility and engagement.

One of the most ambitious bespoke sites (see below) was in Spain—a truly massive installation designed to stop passers-by in their tracks. For this location, I crafted a striking, larger-than-life trophy cabinet bursting with silverware, celebrating the prestige and excitement of the FC franchise. Its scale and spectacle made it impossible to ignore, and it became a standout moment of the entire campaign.

Leading this project end-to-end was incredibly rewarding—from shaping the creative vision, to managing the team, to delivering bespoke hero pieces that elevated the campaign worldwide.