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LET THE RACE BEGIN

EA Sports F1 2024

PROJECT

F1 2024 ANNOUNCE

CLIENT

EA SPORTS

SKILLS

KEY ART

FINISHING

CGI

AV

CAMPAIGN

SYNOPSIS

We created an announce trailer and 2 distinct key art executions that expanded on the game's core pillars to stand out from the crowd

GET CLOSER TO THE GRID

THE BRIEF

As a new season approached, EA Sports asked 20ten to build a driver-focused key art execution that encapsulated the new season ahead, the drama and the sense of possibility for all as they lined up on the starting grid for the first time.

 

A talent-led execution featuring 3 of 2024's most iconic drivers, built into an evocative scene that combined real-world photography with in-game capture and CGI post-production to bring the fans deeper into the action.

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AN EYE FOR DETAIL

The art was designed to be flexible from the start, built from the ground up to capture the same visual expression at every touchpoint.

 

From the early development, our talent were central to the execution as different compositions and car arrangements were combined to bring the concept to life.


The final execution embraced the core colour palette of the game's visual ID, creating a rich dynamic setting for our in-race cameo and giving the talent a strong canvas to build from.


From the very first sketch to the final build, including retouching and grading, the in-house team at 20ten ensured every execution met the same creative consistency.

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THE LOOK OF A CHAMPION

SAY IT LOUD

WE HAVE SOMETHING TO ANNOUNCE

EXPLORATION STYLE FRAMES

HAND CRAFTED

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Combining the full talents of the 20ten studio the final execution represented a true collaborative effort.

 

Initial style frames and scripting were expertly brought to life by the AV team, combining editing and sound design with highly curated CGI sequences.

FEATURE PRESENTATION

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