In this presentation, I'll take you through my journey and the process I took leading the charge at EA SPORTS Football Club, a legendary football platform with a 30-year history, unmatched licensing depth, and 150 million passionate fans. Join me as I reveal my strategies and creative processes that helped me successfully execute a massive design transformation for a massive game. This share is supported with compelling visuals and video demos of before and after as well as the impact of what this work.