TVNewser TVSpy LostRemote SocialTimes AllFacebook FishbowlNY FishbowlDC PRNewser 10,000 Words GalleyCat UnBeige MediaJobsDaily

W+K Amsterdam’s ‘Messimorphosis’ for ‘FIFA 14′ is Kind of Creepy

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 MolenaarJamie Loudon

 

Mediabistro Course

Content Marketing 101

Content Marketing 101Get hands-on content marketing training in our brand new boot camp, Content Marketing 101! Starting September 8, digital marketing and content experts will teach you the tips and tricks for creating, distributing and measuring the success of your brand's content. Sign up before August 15 and get $50 OFF registration. Register now!