Gamers Called Upon to ‘Take Earth Back’

By Bob Marshall 

During last night’s broadcast of AMC’s The Walking Dead, Electronic Arts debuted the above spot from DraftFCB SF for the new title coming to stores March 6, Mass Effect 3. Before you fret, realize that the spot aired after the Academy Awards ended, and many who felt like remaining on the couch (me included) flipped over just in time to see it.

Since debuting yesterday, the emotional spot depicting the end of the world, an alien invasion, and the battle for humanity’s survival has already chalked up more than 75,000 views on YouTube. Filmed over six days in Prague, “Fight for Everything” is, in a word, cinematic, so much so that it’s initially quite difficult to tell what exactly the spot is advertising. But it succeeds where it aims to, making ME:3 look enticing to gamers and non-gamers alike. Sure, it’s a little bit Halo and a little bit Star Wars, but that doesn’t make images of people running for their lives any less moving.


Also, since the Vancouver hockey riots of 2011, it’s hard to imagine a scene of mass chaos that doesn’t include two young people making out. Maybe that’s the “better with Kinect” feature Electronic Arts is hinting at. Credits after the jump.

Agency: Draftfcb, San Francisco

Title: Fight For Everything

Chief Creative Officer: Chris Ford

Group Creative Director: Tony Vazquez

Group Creative Director: Colin McRae

Assoc Creative Director: Derrick Ho

Assoc Creative Director: Jake Slody

Art Director: Alyssa Collis


Will Decher

Senior Producer: Jeremy Arth

Production Company: Caviar Content

Director: Reynald Gresset

Executive Producer: Michael Sagol, Jasper Thomlinson

Line Producer: Louis Saint-Calbre

DOP: Patrick Duroux

Production Service: Unit+Sofa

Executive Producer: Fady Salame

Line Producer: Petra Ondrickova

Editorial: Whitehouse

Editor: Russell Icke

Assistant Editor Brandon Porter

Senior Producer: Kristin Branstetter

Visual Effects: Mill London

Executive Producer: Will Cohen

Animation Director: Jean-Claude Deguara

Finishing: Mill LA

Head of Production:

Arielle Davis

Colorist: Adam Scott

Sound Design: Ren Klyce/Mit Out Sound

Audio Mix: Michael Semanick/ Skywalker Sound

Audio Mix: Rohan Young/Lime Studios

Music: Human Worldwide