Nina Chanel Abney
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EA Sports FIFA
Nina Chanel Abney Brings Art to FIFA 22
Campaign
Murals
Photography
Production
Video
Nina Chanel Abney’s collaboration with EA Sports, coincided with the launch of FIFA 22. As a current NY-resident and someone who played both indoor and outdoor soccer while growing up in Chicago, Nina was the perfect artist to collaborate with EA Sports on this multi-layered campaign.
With FIFA 22’s new tagline, Powered By Football in mind, EA Sports selected ICNCLST to develop a strategy to authentically reach a new generation of football fans. The scope of engagement for this campaign was three-fold: designing a custom, in-game football kit for FIFA22, special edition game cover, and site-specific mural on the rooftop court at The Ground, located in Chinatown, Manhattan.
ICNCLST also handled photo and video production of the mural, enlisting photographer, trashhand, to capture Nina’s vision coming to life.
Each design element within Nina’s pieces is grounded in classic football iconography. “I began by browsing the web for soccer related imagery and then began making different elements to collage,” said Nina, during an interview with Hypebeast. The resulting rooftop court is a gathering place for enthusiasts of the game, with the Ground NYC offering public bi-weekly pickup football games
Nina’s creations will also be enjoyed globally, as fans are able to play with her custom kit in the storied Ultimate Team game mode. The kit design features a similar, vibrant color palette and graphics, as seen on her mural. FIFA 22 is now available for the PlayStation 4, PlayStation 5, Xbox One, Xbox Series X/S, Google Stadia, Nintendo Switch and PC.
