Following my work on EA SPORTS F1 24, I continued to lead the social media execution of the franchise with the next game in the series, EA SPORTS F1 25. As with '24, my goals for '25 focused on content strategy, execution & publication.
Having worked on several racing games throughout my time at Codemasters & Electronic Arts, I collaborated with several internal & external teams to iterate on & improve the performance of EA SPORTS F1's social output, taking on insights & learnings from previous titles to effectively deliver the creative work of all parties involved in the game's promotion.
With EA SPORTS WRC ending development in April 2025 & Need for Speed Unbound ending development in February 2025, EA SPORTS F1 became my sole focus at Electronic Arts, allowing me to make meaningful contributions towards the game's success.
"Owned Social Media" Campaign Rollout
A core pillar of EA SPORTS' communication strategy for the game, I handled the "owned social" rollout of the team's campaign assets via the game's various social media channels.
Maintaining the official presence of the franchise on X (Twitter), Instagram, Facebook, YouTube, Threads, TikTok & Linktree, I ensured that the game was seen by millions of potential players.
The campaign leaned heavily towards Instagram collaborations, as the most effective way of expanding the game's audience. This required collaboration with several departments, partners & athlete management teams for the best results. Highlights include:
• Iconic Edition cover reveal ft. Lewis Hamilton (Most-liked post in franchise history).
• Iconic Rivals ft. Lewis Hamilton & Kylian Mbappé (Approx. 24 million photo views)
• Official Reveal Trailer (8.9 million video views, highest in franchise history).
• Official Driver Ratings Reveal (5.9 million views).
• APXGP: Powered by EA SPORTS (3.2 million views).
• Standard Edition cover reveal (Approx. 3 million views).
"F1® THE MOVIE" Social Media Support
One of EA SPORTS F1 25's core design pillars focused on blockbuster storytelling, and with F1® THE MOVIE releasing shortly after the game, Electronic Arts was presented with a perfect cross-promotional opportunity.
Partnering with Formula 1, Apple Films & Warner Brothers, EA SPORTS became a sponsor of the movie's fictional APXGP team, with branding appearing on the car in the film. Offering players a unique experience, the APXGP team also featured in the game, with players able to take on challenges inspired by scenes of the film & write their own stories by adding the team to the game's career modes.
My role in this project was to deliver the news & assets on social media, collaborating with various internal & external stakeholders on social copy, asset use & a content calendar designed to show off the incredible work of all involved, while also informing & exciting players about the partnership & in-game content.
Social Media "Mini Beats"
In addition to rolling out the key beats behind the game's campaign, I also coordinated & published a number of "mini beats" on social media, with the intention of providing simple "bang for buck" content that drives pre-launch interest in the game.
Working with a small subset of the wider campaign teams, we coordinated, sourced footage of & published content based on players' burning questions ahead of the game's release, primarily focused around improvements made to the game vs EA SPORTS F1 24. Examples include:
• Improvements to the Imola circuit, posted on race day (Approx. 1.5 million views).
• Changes made to the in-game UI based on player feedback (700k views).
• Year-on-year graphical improvements (Approx. 700k views).
• LIDAR scans of the Miami circuit (Approx. 300k views).
