FCB West, Bill Nye Explore ‘Multiverse Theory’ for EA’s Origin Access

By Erik Oster 

FCB West enlisted childhood favorite Bill Nye in a new effort promoting Electronic Arts’ Origin Access with a science-based premise.

The premise in question is the multiverse theory, which posits an infinite number of universes with an infinite number of possibilities. “Multiverse Theory” uses the theory to demonstrate the immense possibilities of EA’s Origin Access PC gaming subscription service, which the spot posits offers gamers so many possibilities, they’d need multiple universes to explore them all. Nye delivers the idea accompanied by other versions of himself, ultimately deciding he did a pretty good job. The spot is the first of five for the campaign; it launched in the U.S. last week, already racking up over 350,000 views on YouTube, and will roll out globally soon.

“Through the power of science, we’re going to educate the world on how to take full advantage of the potential for endless gaming on Origin Access in an entertaining way,” said Dana Marineau, vice president, global creative team at Electronic Arts.

For FCB West, the combination of Nye and video games was a natural one. “As a kid, I spent most of my days after school playing video games and watching Bill Nye The Science Guy,” added FCB West copywriter Frank Fusco (a statement we can certainly relate to). “Which is why when the research mapped science and gaming together, Bill Nye made perfect sense.”


EVP, Chief Creative Officer – Karin Onsager-Birch
SVP, Group Creative Director- Colin McRae
Art Director- Drew Meiser
Copywriter- Frank Fusco
Head of Integrated Production – Elizabeth Morse
Sr. Producer – Andy Rosenthal
Director of Business Affairs – Mary Marhula
Account Executive – Crystal Thomas
Assistant Account Executive – Abby McBeth

Chief Marketing Officer – Chris Bruzzo
Senior Vice President, Marketing – Todd Sitrin
Vice President Global Creative Team – Dana Marineau
Vice President, Product Marketing – MJ Johnson
Vice President, Global Marketing – Katrina Strafford
Senior Director, Global Creative Strategy – Dustin Shekell
Senior Director Origin Marketing – Peter O’Reilly
Director, Global Creative Strategy – Eddie Garabedian
Senior Manager, Global Creative Strategy – Sean Sturm
Senior Campaign Marketing Manager – Stefanie Berliant

Director – Mark Kudsi
Executive Producer – Ellen Clarke
Executive Producer – Annique DeCaestecker
Head Of Production – Mari Geraci
Producer – Anna Joseph

ECD – Nathan Robinson
Editor – Alan Chimenti
Creative Director / VFX Lead Flame Artist – Aaron Vasquez
Senior Flame Artist – Maya Bello
Flame Artist – Matt Tremaglio
C4D Artist – Chris McCard
C4D Artist – Chase Hochstatter
Colorist – Marshall Plante
Color Producer – Alex Jacobson
Edit / Flame Assistant – Gillen Burch
Edit / Flame Assistant – Yvonne Pon
Sr. Producer / Head of Production – Emily Avoujageli
On Set VFX Supervisor – Andrew Sinagra

Engineer – Matt Zipkin
Executive Producer – Lauren Mask