Following the successful launch of EA SPORTS WRC, I returned to F1 to lead the social media execution of EA SPORTS F1 24.
Unlike in previous years where my focus was on creation, my goals for EA SPORTS F1 24 focused on execution & publication. Utilising my years of experience in social media on DiRT Rally 2.0 & EA SPORTS WRC, I played a key role in the game's communications strategy, as the person responsible for maintaining the game's official presence on various social media platforms.
Through collaboration & iteration with multiple cross-functional teams, as well as external stakeholders & talent, I handled social media content for a combined audience of over 2 million followers, generating approximately 200 million social media impressions throughout 2024.
In addition to delivering all trailers, video & campaign assets, I also contributed with assets of my own creation, such as in-game screenshots as well as various social media graphics tailored to the game's audience. I also provided data-driven insight to further improve performance.
I continued to work on EA SPORTS WRC's social media & community management throughout my time on EA SPORTS F1 24.
"Owned Social Media" Campaign Rollout
"Owned social" is one of the key pillars of EA SPORTS' communications across its titles, and for EA SPORTS F1 24 I was tasked with maintaining this presence online.
As a result I was involved in the publication of all campaign beats, taking the team's creative assets and strategically deploying them across various official social channels for the best impact.
I also played a part in social content posted by Formula 1, teams, athletes (such as Max Verstappen, the game's ambassador) & wider EA channels, by facilitating Instagram collaborations, writing social copy and working with EA's Athlete Marketing team to provide the best results possible for all stakeholders.
Throughout the campaign I handled the game's social presence on X (Twitter), Instagram, Facebook, YouTube, Threads, TikTok & Linktree.
Deep Dive Video Series
A mainstay of EA SPORTS' content strategy, Deep Dives are an effective way of communicating a game's features, improvements & core qualities.
For EA SPORTS F1 24, I contributed to the series' creation by working with copywriters on the initial scripts, giving the Marketing Production team key insights into what parts of the new game would be of most interest to players.
Following the creation of the hero asset I then worked with all relevant stakeholders to expand and unpack these Deep Dives with input on and execution of short-form cutdowns & multi-day rollouts, keeping the game in players' minds.
Post-release I worked with EA's creative insights experts to help the team make data-driven decisions on how to improve further iterations of our content.
Social Graphics
In addition to rolling out the core campaign elements from the wider team, I also contributed with additional content of my own.
One notable example are the static assets supporting the game's driver ratings.
After identifying a content opportunity following the initial pre-launch reveal of driver stats, I created an "official" version of the graphic for the game's first post-launch update.
This generated over 1,000,000 views, all organic & with minimal time investment. Going forward Driver Ratings graphics became a tentpole of our ratings updates, tapping into sporting culture by sparking debates about athlete performance.
Promotional Screenshots
Although my contributions in this area weren't as frequent as in previous years, I continued to generate marketing screenshots using my virtual photography skills.
With Instagram changing its grid layout to a 4:5 ratio in early 2025, I used the tail end of 2024 to experiment with photography in this new format, while also guiding our Marketing Production teams on the platform's impending changes for future assets.
Once Instagram pushed the update to all users, EA SPORTS F1's channel was already set with months of images fit for the new ratio, giving it a strong & engaging appearance compared to other brands.
