ABOUT

An EA SPORTS creative brief with an irresistible challenge: announce Gareth Bale as a Team of the Year Icon card in EA SPORTS FC 25 celebrating his entire career. The twist? You have less than an hour with him, very limited access to match footage, and multiple stakeholders to align.

This wasn't just another card reveal. This was Gareth Bale. One of the most iconic British footballers of his generation. A player who lit up the Premier League, made history at Real Madrid, carried a nation on his back, and scored some of the most unforgettable goals the UEFA Champions League has ever seen.

It was a rare opportunity to celebrate and commemorate a true great. An execution that would cut through with emotion and create impact for football fans and gamers alike.

The idea was simple. If you can't tell the story through an abundance of match footage, create a world that lets the story tell itself.

The Book of Bale is a one-minute cinematic short, narrated by Gareth himself, focussed on a giant, leather-bound book where each page opens a new chapter in his career. Southampton. Spurs. Madrid. LA. Wales. All brought to life through animation, sharp editorial pacing and his most iconic moments, with Bale himself as both narrator and central character.

The format allowed us to maximise our limitations. It gave us a striking visual reference that carried the story and a clear creative language that navigates the combination of EA SPORTS, Premier League and Champions League branding. Most of all, it gave us a powerful storytelling format worthy of Bale's legacy.

The final chapter? His Team of the Year Icon card reveal in EA SPORTS FC 25, positioned as the reward at the end of the journey and a must-have item for fans who’ve followed him every step of the way.

The production was built around simplicity. A small, agile crew. One location. A single Chesterfield armchair. And the bespoke Book of Bale.

We switched quickly between set-ups to maximise the short time we had with Gareth. Fixed shots gave the piece structure, handheld moments added vibrancy. The voiceover was recorded live on set, blending scripted lines with off-the-cuff moments that added warmth and personality.

Gareth's reaction to the book was a highlight. He was surprised by the weight and detail of his book, and that connection came through in the final edit. It wasn't just a promo for a card. It was a genuine tribute.

In addition to a huge uplift in engagement across the launch period, there was also strong positive community sentiment towards Bale's TOTY item release. Meanwhile, Bale’s team described the whole experience as ‘first class’, expressing a desire to support the content being celebrated far beyond the FC 25 ecosystem.

Project Credits
Director: Eddie Jones
Head of Creative Content: Joe Gallagher
UK Marketing & Comms (EA): Joe Fuller
Director of Photography: Andrew Thomas
Senior Producer: Tom Floyd
Gaffer: Yoann Desmoyers-Davis
1st Assistant Camera: Paige Fisher
Production Manager: Matt Vonk-Hindhaugh
Set Designer: Phoebe Deeprose
Sound Recordist: Luke David Harris
Makeup Artist: Lexie Taylor
Assistant Producer: Art Rezari
Assistant Producer: Yuqi Tang
Editor: Will McAuley
Motion Designer: Stew Powers
Graphic Designer: Dean Davies
Colourist: Chris Shaw
Sound Design: Michael Pacheco
Executive Producer: Harry Hawk
Executive Producer: Jack Westgarth