For the final FIFA title, we built a global launch campaign designed to celebrate 30 years of the franchise while pushing the game forward.

The key art framed cover stars Kylian Mbappé and Sam Kerr like works of art, pairing their playing styles with classical architecture and personal details.

The reveal trailer brought that same ambition into motion with sharp gameplay, unexpected camera work, in-game commentary, and a self-aware tone that introduced FIFA 23 as “The World’s Game.”

The campaign expanded across global TV, 3D billboards in Tokyo and Times Square, and a full 360° launch.