Game of War: Fire Age Launches First Global Campaign, Starring Kate Upton

Game of War: Fire Age, one of the top-grossing mobile games in the world, has tapped supermodel Kate Upton for its first global marketing campaign that uses traditional media. The first of three spots featuring Upton, by creative shop Untitled Worldwide, will premiere on television this evening with a push during the NFL Network's Thursday night football game. "It is fantastic to be instrumental in the start of a new era in gaming and communications," said Upton in an email. "I love playing the part of Athena—she's such a bad-ass character, commanding armies, slaying hydra, charging into battle—the work shows how much fun it is, and I am proud to be part of it." Parent company Machine Zone spent approximately $40 million in media, according to sources. The campaign will also include digital and social media. "In the production of the spots we really wanted to dial up the contrast between a dirty, gritty, medieval world and the sweet, inviting Athena," said Eric Cosper, Untitled ecd, in an email. "She looks out of place but is very much a part of everything that is going on." While the campaign is geared to show off the world of the game—and the fantastic visual effects do so quite well—it is another example of Upton's willingness to make her supermodel looks the dominant aspect of her public persona. For example, Upton's first line, "Come and play with me,” appears to be a double entendre meant to highlight her sexual appeal. Even if someone couldn't hear her delivery, it's clear that the audience is meant to maintain a degree of focus on Upton's voluptuous figure. And she has proven she's got comedic chops in the woefully bad comedy The Other Woman. But in a marketplace given to "buzz-worthy" developments such as Kim Kardashian and #BreakTheInternet, it may be considered unsurprising that Upton wasn't asked to demonstrate such abilities with a quip or two here. At any rate, a couple more spots featuring Upton will roll out later this month. CREDITS Client: Machine Zone Campaign: “Game of War" Agency: Untitled Worldwide Executive Creative Director: Eric Cosper Creative Director, Writer: David Lewis Kennedy Creative Director, Art Director: Kevin Kaminishi Copywriter: Duc Nguyen Art Director: Tony Costello Head of Production: Nik Traxler Associate Producer: Alyssa Guzman Head of Account Service: Marianne Pizzi-Jansen Planning Director: Veda Partalo Founding Partner: M.T. Carney Production Company, Los Angeles: Anonymous Content Production Company, Slovenia: Division Productions Director: Gary Shore Executive Producer: Jeff Baron Director of Photography: John Schwartzman Line Producer: Nadine Brown Editing: Cosmo Street Editorial; Trim Editorial Post Producer: Anne Lai Editor: Paul Hardcastle Assistant Editor: Elise Butt Visual Effects: Method Studios Senior Visual Effects Supervisor: Benjamin Walsh Visual Effects Producer: Lisa Goldberg Computer Graphics Supervisor: Brian Burke Compositing Supervisors: Ian Holland, Brandon Nelson Animation Supervisor: Keith Roberts Executive Producer: Stephanie Gilgar Telecine: Company 3 Colorist: Stefan Sonnenfeld Music Company: EchoLab Music Producer: Gavin Little Composer: Steve Lynch Sound Designers: Gavin Little, Joe McHugh Mix: Heard City Final Mix: Evan Mangiamele Logo Animation: Devastudios

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Game of War: Fire Age Launches First Global Campaign, Starring Kate Upton

First of three spots premieres tonight

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Kristina Monllos