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EA Games | The FCIQ Researcher
Launching FC25 with Ange Postecoglou & Josh Garlepp
Content Campaign
Creative Lead
2025
200K Organic Views on Playstation and creator channels.
Posted on @spursofficial with 17.2M Instagram followers
About The Project:
To support the global launch of FC25, we partnered with EA Games to maximize impact across the APAC market. Our objective was to create a culturally relevant moment that would resonate with both Australian football fans and the wider gaming community.
We tapped into EA Games’ partnership with English Premier League powerhouse Tottenham Hotspur F.C., creating unexpected, creator-led content featuring well-known local sports personality Josh Garlepp (268K).
I led the creative concept and development of the ‘FCIQ Researcher’, a fictional character crafted to bring creator-style humour into the campaign. We brought the character to life by flying Josh Garlepp to South Korea for a hero content shoot with Spurs’ head coach Ange Postecoglou. This unlikely duo delivered a highly engaging content suite that humorously explored how to get inside the mind of a Premier League coach. The result was a culturally sharp narrative that bridged IRL football fandom with the digital EAFC community—driving buzz, connection, and relevance across audiences.
