Behind The Scenes

Brazil’s Ronaldinho is the Michael Jordan of soccer. So when Wieden + Kennedy in Amsterdam began filming him for a spot for an Electronic Arts soccer video game, creatives were worried how much time they would get with the star athlete (along with soccer luminaries Wayne Rooney, Patrice Evra and Lukas Podolski). They were able to have him for the whole day. “He couldn’t stop playing football,” says art director Rachid Ahouyek. “If the ball was bouncing around at the other end of the field, he had to get involved.”