2K and EA are the two biggest sports video game developers in the world. They're rivals for the most part, but over the past years they've both finally added female athletes to their games.
This is obviously a huge step towards equal representation for all athletes, but that step didn't cross the finish line.
This is obviously a huge step towards equal representation for all athletes, but that step didn't cross the finish line.
We got 2K and EA to put differences aside and add the greatest Paralympic athletes to FC26 and NBA 2K26 (the two biggest sports games in the world).
To unlock them, players had to complete a series of challenges relating to career highlights
As part of the launch, we used in game ads to spread awareness about the new players
Next, we took things into the real world with limited edition game cases
In-game screen captures:
CREDITS:
ART DIRECTION:
Saul Birmaher
COPYWRITING:
Saul Birmaher
ART DIRECTION:
Saul Birmaher
COPYWRITING:
Saul Birmaher