FIFA 22 MLS Ratings Reveal Campaign

As the Creative Director on We Are Social NYC’s sport team, I ideated true-to-culture ratings reveal moments for the Top 10 MLS players in FIFA 22. This league-wide campaign sparked ratings conversations amongst the MLS community – from casual fans to die hard gamers.

In working with creators, clubs, and players to create bespoke reveal moments in-and-around Week 26 MLS matches, the campaign resulted in 54% increase in social conversation from the previous year and 9.2M impressions.

Tease

Match Day Tune-In Graphics
With FIFA 22 x The Ratings Collective Tape
Shared on MLS channels

Guess Who?
Social Media Teaser Graphics
Shared on MLS channels

“Leaked” FIFA Talent Scout Videos
Narrated by Chris Russell aka @watke_
Shared on MLS social channels

Reveal

Atlanta United
Top 5 Players on the Halo Board at Mercedes-Benz Stadium
Shared across Atlanta United social channels

Orlando City SC
Daryl Dike and Luis Nani unboxing at OCSC Training Ground
Shared across Orlando City SC social channels

Seattle Sounders FC
Raul Ruidiaz and Nico Lodeiro with La Barra Fuerza Verde supporters group
Shared across Seattle Sounders FC social channels

LA Galaxy
LA rapper and Galaxy superfan, Cousin Feo, reveals Chicharito’s rating in a music video
Shared on Cousin Feo’s Instagram and across LA Galaxy social channels

New England Revolution
Carles Gil’s teammates surprise him with his ratings at his favorite restaurant
Shared across New England Revolution social channels

Inter Miami CF
La Familia reveals the ratings of Blaise Matuidi and Gonzalo Higuain during a match
Shared across Inter Miami CF social channels