FIFA Street 3

Yet another well orchestrated viral campaign from EA Games. It’s clearly manipulated but still ignites something in people – at least judging from the many comments on youtube going “This is fake!” The strongest element in the film is probably the handheld, user generated vibe it gives, borrowing credibility from both the Nike - Freestyle Basketball film and underground urban sport Parkour 

Take it to the next level

This is just great storytelling. Using the first person perspective really pulls you in to the story. I guess being a spots star isn’t glorious all the time but it seems to have its moments. This is perfectly in line with Nikes promise to its customers; everyone can be an athlete.