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SEGA - Football Manager 2014


'The agony and the ecstasy' advertising campaign


Continue exploring the emotional territory of playing Football Manager for the 2014 campaign. Additionally, create the key art for the game.


The tactical thought processes of 2013 showed what was going on in Football Managers’ heads. For 2014 the focus shifted to their hearts. What’s the result of all of this tactical thinking?


‘The Agony and The Ecstasy’ explored how a single decision can make a manger feel over the moon or sick as a parrot – often in the same match. This shared maelstrom of emotions connects every manager (in the game and in real life), and created a visual language that every fan understood intrinsically.
A 20-second ad and online content resulted in a double figure percentage sales uplift year on year.

Project Tags

  • SEGA
  • advertising campaign
  • creative concept
  • football
  • gaming franchise

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