EA SPORTS F1 25 - F1 MOVIE
Turning cinema into sport. EA SPORTS into fiction.
A movie moment transformed into a marketing engine—making EA SPORTS part of the F1 Movie universe to drive DLC sales and fan engagement
CHALLENGE
Making fiction playable
To promote the in-game integration of the F1 Movie & its fictional APXGP team. The goal was to excite gamers and F1 followers about the content in F1 25 & the film.
From screen to circuit
APPROACH
Blurring reality and fiction
Reframed EA SPORTS as a fictional team sponsor of APXGP, the underdogs of the season. The campaign invited players to step into the cockpit, live the cinematic storyline, and relive dramatic race moments from the film through exclusive in-game content.
The campaign blended gameplay, storytelling, and sports sponsorship tropes to create a hybrid reality:
- Stunt activations (e.g., fake livery reveals, creator paddock visits)
- Branded content mimicking real sponsor hype videos
- In-game and web page takeovers positioning EA as a proud APXGP backer
Teaser ahead of the reveal
EA SPORTS drops APXGP teaser with unreleased Ed Sheeran track from the F1 movie
sparking buzz, boosting reach, and igniting fan engagement.
EA SPORTS drops APXGP teaser with unreleased Ed Sheeran track from the F1 movie sparking buzz, boosting reach, and igniting fan engagement.
During the 2025 Miami GP, people were able to visit the APX GP garare & jump into the game.
Activation at the Virgin Media Gamepad at the O2 Arena, London UK.
OUTCOME
Fiction Meets Reality
The campaign blurred the lines between fiction and reality building anticipation around the APXGP team and the F1 Movie DLC.
It extended the F1 25 narrative universe while creating a unique sponsor identity for EA SPORTS within a cinematic context. The story wasn’t just told in theatres; it was playable, shareable, and deeply embedded in the game experience.
Company: EA SPORTS
Year: 2025
Role: Brand & Marketing Strategy + Creative Strategy
Ambitious brand vision?
Let’s bring it to life.
© Alexandre MEYER