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Mass Effect 3: Fight for Everything
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Take Earth back! Leading up to the March 6 launch of Mass Effect 3, Electronic Arts rolled out its emotionally charged marketing campaign Sunday, February 26 during AMC’s hit series “The Walking Dead.” Created by Draftfcb in San Francisco, “Fight for Everything” is about the potential end of humanity and the unnerving threat of losing everything—family, friends, and faith. The hope is people will think, if only for a moment, how they might deal, or not deal, with the end of civilization.Many video game advertising campaigns are all about bravado. For Mass Effect 3, the agency and client chose a more introspective, emotionally charged approach. The game and the launch ad supporting it is about fighting for our planet and deals with big themes like survival, loyalty, bravery, love, and hope. So it’s appropriate that the campaign touches that emotional center.Filmed in Prague over six days by director Reynald Gresset, the epic commercial spent a mere six weeks in post-production thanks to the work of the award-winning visual effects studio The Mill in London. Jake Scott, one of the top directors working in advertising today – and son of famous director Ridley Scott and nephew of Tony Scott
Executive Producer: Michael Sagol, Jasper Thomlinson Related |
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