11/ — Product × Creative Strategy — EA SPORTS
Turning a world title into a reason to play.
At a glance
Tension
A championship is a one-day headline. The job was converting Verstappen's title into something with shelf life inside the game visibility that becomes play, not just applause.
Insight
Champions are now style icons and fans wear fandom as identity.
Strategy
A champion's livery, unlockable in-game, designed with Lefty Out There celebration as content, style as the bridge between the sport's moment and the game's product.
A headline with a shelf life.
A championship is a one-day headline.
The job was converting Verstappen's title into something with shelf life inside the game visibility that becomes play, not just applause.
Style as the bridge.
Champions are now style icons and fans wear fandom as identity.
A champion's livery, unlockable in-game, designed with Lefty Out There: celebration as content, style as the bridge between the sport's moment and the game's product.
Legacy through art
Max's defining moments translated into a visual narrative a fusion of art and sport connecting players to his mindset.
The polymorphs
Lefty Out There's hypnotic, free-flowing “interlocking polymorph” patterns street art meets fine art, on a race car.
The Champions' Livery
Released as a free in-game gift an invitation for every player to step up as the next champion.
Collectible art object
Curated campaign visuals elevated the design beyond the game a livery worth owning.
"Max's mindset, in every player's hands."
The #1 cosmetic of 2024.
456K players claimed the livery 28.9% of active users at release making it the #1 most popular cosmetic of 2024.
The claim rate and the #1 ranking carry this case on their own.
456K
Players claimed the Max Verstappen × Lefty Livery free gift, making it the most popular cosmetic item in 2024.
28.9% of active users at the time of release
+400K
Impressions across campaign touchpoints
As part of the campaign, we curated striking visuals that elevated the design into a collectible art object
COMPANY
EA SPORTS
YEAR
2024
ROLE:
Product x Creative Strategy