Posted in: Opinion

What Ted Lasso and EA Sports proved about the power of authenticity

At D&AD Festival 2024, we heard time and time again about the importance of being true to your audience.

3rd June 2024

James Bolton

James Bolton

James Bolton

Written by James Bolton,
Brand Strategist & Creative Copywriter

Craft. Detail. Authenticity. All hallmarks of great creative work. EA Sports’ Ben Prout and Kevin Sprunk reinforced this message at the annual event, as they discussed the story behind bringing Ted Lasso into the world of FIFA 23 with D&AD judge, Malcolm Poynton.

The session lifted the lid on what at first appeared a simple and obvious partnership, but one that required meticulous craft and attention to detail at every stage. Ben and Kevin outlined the process from concept to execution, exploring how a dedication to quality didn’t just create an engaging and memorable player experience, but also helped achieve critical buy-in along the way. And for a project involving such big hitters as Apple TV, Universal, and Premier League… A LOT of buy-in was needed.

The result was a seamless link-up which fans loved, expanding the reach and impact of both entertainment properties. But without foresight, understanding and forward-planning, the idea might never have got off the ground. And ultimately that vision – together with being authentic to your audience and a promise to meticulous craft – is what makes any outstanding creative work truly resonate and be successful.

This talk was part of D&AD Festival 2024, bringing together some of the industry’s leading voices to celebrate creative excellence, and provide a deep dive into the ideas and tools that are shaping the future.

Find out about some of our other learnings from the event on the blog.

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