For EA Sports, the pitch experience needed to feel as immersive and high-impact as the brands themselves. The goal was to transform the presentation space into an environment that captured the energy of a live stadium—placing the audience inside the world of sport from the moment they walked in.
The team was tasked with creating a pitch environment that went beyond a traditional deck. The space needed to support the story being told, reinforce EA Sports’ cultural relevance, and elevate the overall experience—while working within tight timelines and a highly collaborative pitch setting.
I focused on shaping the visual and spatial experience of the pitch environment. This included designing large-scale welcome graphics, environmental murals, and a series of custom “movie poster” moments that framed EA Sports properties as cultural events.
Working alongside cross-functional partners, I helped art direct immersive visuals that made the room feel surrounded by a stadium crowd—using scale, contrast, and atmosphere to heighten energy and engagement. The goal was not to compete with the presentation, but to amplify it through environment and tone.
The pitch environment helped establish a high-energy, immersive setting that reinforced EA Sports’ identity and cultural presence. By transforming the room into an extension of the brand’s world, the experience supported the broader pitch narrative and elevated how the story was received.
