Focus

To build excitement for the 2022 World Cup and FIFA 23’s World Cup Update, ICNCLST partnered with EA Sports to celebrate one of U.S. Soccer’s most iconic moments — Landon Donovan’s historic last-minute goal that sent the USMNT to the Round of 16 in 2010.

Execution

In collaboration with 8by8 Magazine, ICNCLST produced a 120-second docu-style film featuring Donovan recounting the goal, alongside current U.S. team leaders Tyler Adams and Christian Pulisic, who reflected on how that moment inspired a new generation of players.

Cultural Impact

The campaign bridged eras of American soccer, connecting a defining moment in the nation’s football history to its future stars. By blending nostalgia and inspiration, the piece reignited national pride and deepened EA’s cultural relevance within the sport.