EA SPORTS F1 25 - F1 MOVIE
Turning cinema into sport. EA SPORTS into fiction.
Turned a movie moment into a marketing engine; making EA SPORTS part of the F1 Movie universe to drive DLC sales and fan engagement.
Challenge
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.
Approach
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.
Reframing EA SPORTS as the fictional sponsor of APX GP; blending gameplay, storytelling, and sports tropes into a hybrid reality.
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.
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
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.
Live Feeds:
© Alexandre MEYER 2025
Shaping What's Next