EA SPORTS | INTRO ANIMATION

+ CONCEPT
+ BRAND SYSTEM
+ IN-GAME
+ DIGITAL EXPERIENCE
+ GAMING

OBJECTIVE / CONTEXT

EA SPORTS needed a new “bootflow” animation — the brief visual that plays before every experience on gaming consoles and mobile devices. The ask was simple and high-stakes: modernize our most-seen asset, make it unmistakably EA SPORTS, and spark that Pavlovian “let’s go!” without shouting.

It also had to be future-proof for a brand that now lives everywhere — including phones, streams, and arenas.

CONCEPT: UNDER THE LIGHTS

The biggest moments in sports happen when the lights come up — so that’s where we begin. We never show a stadium; we imply it. Lights warm, sync, and rally into formation, then lock into the EA SPORTS medallion over our primary hue, Boundless Blue. The audio builds like a crowd chant, and our iconic mnemonic — “It’s In The Game” — lands on the lock with confidence.

EXECUTION

Motion Design: Lighting rigs ignite, tighten into a grid, and snap to the mark. We shaved frames until the lock felt inevitable. The result: a faster build, stronger snap, and cleaner read.

Sound Design: Chanting fans prime the moment. The handoff to “It’s In The Game” happens on the lock so the mnemonic feels integrated, not pasted on.

Color & Resolve: Boundless Blue arrives via LED crescendo, not a hard cut. The final frame is a white, glowing medallion over blue — simple, iconic, and unmistakably EA SPORTS.