When EA SPORTS briefed agencies for the launch of F1 25, they had one goal in mind: drive awareness of the new game among casual audiences – think Drive to Survive fans, not just die-hard racers.

Our pitch was inspired by the biggest narrative in motorsport – Lewis Hamilton switching sides from Mercedes to Ferrari, and landing on the game’s cover in the process. So we asked: what if we got top EA FC (formerly FIFA) and broader football content creators to switch sides too – from football to F1?

That creative won us the pitch. P1 in qualifying. But the real race was only just beginning. We had four weeks to lock creative, confirm creators, secure a location, shoot, edit and go live. To make things even more interesting, we added an extra creative twist – what if we brought the voices of EA SPORTS together for the first time?

Derek Rae (EA FC) and Alex Jacques (F1 25) were signed up to join the action, providing commentary and content alongside our creators.
‍
Up against the clock for launch, we locked in a heavyweight grid: Manny, Elz the Witch, Augeyboyz and Aarav, with Derek and Alex in tow. Media joined us trackside too – with talkSPORT, The Sun, and Reach plc getting behind the wheel.
‍
Hosted at the immersive F1 Drive under the lights of Tottenham Hotspur Stadium, creators went full throttle in a one-of-a-kind crossover experience. The campaign smashed performance benchmarks with a total of 28 creator and media posts, reaching 167.6M people, with over 5M views, and was turned around in just four weeks from creative to launch. Most importantly, the client was thrilled – praising the creative, execution and overall impact in what was a complex, high-pressure turnaround.

One for the highlight reel, cue national anthem and champaign.