NEED FOR SPEED UNBOUND
Reigniting a Street Racing Icon Through Culture
Reignited Need for Speed with a culture-first, creator-powered campaign -boosting brand favorability, engagement, and launch performance across global markets.
Challenge
Need for Speed was back; but it had to matter again. EA aimed to restore cultural relevance, reshape perception, and spark renewed intent to play.
We had just 9 weeks to reframe a legendary franchise into a fresh cultural force — fusing gameplay truth with bold cultural cues from fashion, music, and street racing.

A BRAND REFRESH POSITIONING NFS IN CULTURE


Approach
Built a multi-phase global launch campaign anchored in the idea of “Electrify the Mundane” — turning everyday moments into pulse-raising experiences.

KEY MOVES:
Cultural Drop Structure: Orchestrated 9 themed “drops” to maintain momentum and surprise — from “The Drip” (fashion) to “Maximum Pressure” (gameplay challenges).
Fashion Collabs: Teased and revealed capsule collections with Palace and Balmain — connecting in-game style to real-world credibility.
Digital + Retail Fusion: Blended physical drops (limited editions, in-store moments) with digital hype cycles and platform takeovers.
A$AP Rocky Integration: Revealed the game with Rocky live at Rolling Loud. His custom car, music, and style became central to the campaign’s creative.
Creator-Led Expression:Equipped creators to remix the brand — from UGC challenges to curated takeovers like “Change Your Lane” — enabling high-impact partnerships with top national talent to boost reach and cultural relevance in key markets.
Reveal Trailer (+6M views)
ASAP ROCKY INTEGRATION


A$AP Rocky IRL Car Reveal – Straight Outta the Game (+1M views)


FASHION COLLABS








Partnership with Palace Skateboards


CREATORS LED EXPRESSION


+4.6M followers
+40K followers
279K followers


+140K followers

129K followers
+2M followers
EXCLUSIVE LAUNCH EVENT





Outcome
Brand Sentiment Up: Revived fan excitement and shifted perception with a culturally-charged brand reframe.
Global Engagement: Millions engaged across creator content, drops, and UGC activations.
Commercial Impact: Drove strong pre-orders and launch momentum — helped establish Unbound as a style-forward reboot for the franchise.
Company: EA
Year: 2022
Role: Brand & Marketing Strategy + Creative Strategy
Ambitious brand vision?
Let’s bring it to life.
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© Alexandre MEYER 2025
Shaping What's Next