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
Copywriter:
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