Last Thursday saw soccer star Lionel Messi become the world’s “first life-size, living avatar” dubbed Lifesize Messi, to promote EA Sports’ FIFA 14 for PS4 and Xbox One. W+K Amsterdam have just rolled out the follow-up TV campaign, “Messimorphosis.”
W+K chose to show a gamer morphing into Lifesize Messi as a metaphor for “how the game now feels more alive” than ever. The execution comes across something like an Aphex Twin music video. In other words, quite unsettling.
The spot opens with our gamer sitting on his couch, loading up his Xbox One. As he presses a button, he looks at his hand to see it changing before his eyes. Soon, his entire body is morphing into the Messi avatar, and it’s pretty damned creepy. There’s a shot of the kid’s unnerving smile, and a really freaky one of his face melting into Messi’s. This is pretty strange stuff. The close-up of his feet turning into cleats is just plain gross. We don’t see any gameplay (which looks pretty good, but not mind-blowing) until the final few seconds of the spot, with most of the 58 second ad devoted to the Lionel Messi metamorphosis. Clearly, W+K is banking on Messi’s star power and the lifesize avatar schtick — and presumably not factoring in that the morphing stunt will weird some people out. One thing you can say about “Messimorphosis” is that it’s certainly memorable.
If you’re easily disturbed or grossed out, avoid this one at all costs. If, on the other hand, you’re a big fan of FIFA, Lionel Messi, or are under the influence of hallucinogenic drugs, then this one’s for you. Credits after the jump.
EA SPORTS™ FIFA14 ‘IT JUST GOT REAL’ CAMPAIGN CREDITS
ELECTRONIC ARTS
SVP Global Marketing: Todd Sitrin
VP, Global Marketing: Jamie McKinlay
International Marketing Director: Oliver Hughes
Global Senior Product Marketing Manager: Matt McKie
Senior Director Advertising & Media: Dana Marineau
Senior Manager, Advertising & Media: Mark Evans
Director, Advertising: Dustin Shekell
WIEDEN+KENNEDY AMSTERDAM
Executive Creative Director: Mark Bernath, Eric Quennoy
Creative Director: Mike Farr, Pierre Janneau
Interactive Creative Director: Edu Pou
Art Director: Ignasi Tudela Calafell
Copywriter: David Smith
Head of Broadcast Production: Erik Verheijen
Director of Interactive Production: Andrew Allen
Broadcast Producer: Jaime Tan
Interactive Producer: Arnaud Ronquillo
Planner: Ben Armistead
Group Account Director: Kirk Johnsen
Account Director: Nick Campion
Account Manager: Kerstin Hagg
Project Manager: Janna Harrington
Business Affairs: Justine Young
INTERACTIVE PRODUCTION
PRODUCTION COMPANY Resn
Interactive 3D Animation & Texturing: Resn
Audio: Resn
3D Modelling & Maya Animation: Assembly
FILM PRODUCTION
PRODUCTION COMPANY STINK
Director: Tomek Baginski
Director of Photography: Stoeps Langensteiner
Producer: Andrew Porteous
Executive Producer: Edward Grann
EDITING COMPANY THE WHITEHOUSE
Editor: Adam Marshall
Edit Assistant: Stephen Dunne
AUDIO POST GRAND CENTRAL RECORDING STUDIOS
Sound Designer/Mixer: Raja Sehgal
MUSIC
Artist / Title Guy Amitai/ “Messimorphosis”
Music Company: Pivot Audio
POST PRODUCTION MPC AMSTERDAM
VFX Supervisor: Franck Lambertz
CG Supervisor: Carsten Keller
Telecine: MPC via remote
Colourist: George K.
Producer: Gerben Molenaar, Jamie Loudon