Heat Crafts Disappearing Act for Star Wars Battlefront

By Erik Oster 

San Francisco agency Heat launched an official long form ad hyping the November 17 release of EA’s Star Wars Battlefront entitled “Become More Powerful.”

The ad follows BBH New York’s Battlefront-hyping ad for Playstation and features a series of people disappearing from everyday life to “become more powerful” and enter the game’s universe. These individuals range from skateboarding teens to kids sharing a high five to a subway full of commuters. A Obi-Wan Kenobi quoting Anna Kendrick even makes an appearance near the conclusion of the ad, right before a series of gameplay footage. It’s a nice approach, built around a classic reference to the franchise’s original film, but it could have benefited from a more careful selection of scenarios in which people disappear into the game’s universe. It’s understandable that the agency would avoid limiting itself to situations in which people could jump right into playing the game but certain scenarios, such as a band disappearing mid-set, strain believability perhaps a little too much. The ad, which was uploaded to Facebook and YouTube earlier today,  will make its broadcast debut tonight during Monday Night Football.

“We wanted to send a message to fans that they’re going to get to do what they always wanted to do—disappear into a world they love and fight these incredible battles they’ve only imagined,” Heat associated creative director and copywriter Ryan Hartsfield explained to Adweek

“We wanted a celebrity fan to deliver the Obi-Wan quote and be the big transition to gameplay,” he added. “Anna is a legitimate superfan who also happens to resonate with a younger audience. We also like the spin of a woman delivering that famous quote. It speaks to the diversity of the fan base. Star Wars is for everyone. She was perfect.”


Agency:  Heat / San Francisco
Chairman, ECD: Steve Stone
Creative Directors: Anna Rowland, Warren Cockrel
ACD/Art Director: Jeff Fang
ACD/Writer: Ryan Hartsfield
Producer: Melissa Nagy
Director of Production: Brian Coate
Director of Account Services: Aaron Lang
Account Director: JT Pierce
Account Manager: Kevin John
Asst. Account Manager: Rachel Majors
Business Affairs Director: Julie Petruzzo
Client: Electronic Arts
VP of Global Creative: Dana Marineau
Senior Director, Global Creative Strategy: Dustin Shekell
Director of Global Creative: Eddie Garabedian
Senior Manager, Global Creative: Doug Harakal
EA DICE – Media and Post Production Director: Mattias Lindahl
VP of Marketing: Lincoln Hershberger
Brand Creative Lead: Neel Upadyhe
EA DICE – Senior Video & Media Director/Editor: Randy Evans
FIDO – Senior Animator: Cameron Scott

Production Company: MJZ
Director: Dante Ariola
Director of Photography: Hoyte Van Hoytema
Senior Executive Producer: Eriks Krumins
Line Producer: Natalie Hill
Production Designer: Quito Cooksey
Production Service Company: Bohemian Pictures / Prague

Editorial: No6
Editor: Andrea Macarthur
Assistant Editors: Colin Guthrie, Andrew Manne
Executive Producer: Crissy DeSimone
Post Producer: Yole Barrera

VFX: The Mill
Executive Producer: Sue Troyan
Producer: Dan Roberts
Production Coordinators: Chris Lewis / Anwei Chen
Shoot Supervisors: Chris Knight / Koen Vroeijenstijn
2D Lead Artist: Chris Knight
3D Lead Artist: Koen Vroeijenstijn
3D Artists: Jacob Bergman, Jason Jansky, Steven Olson, Monique Espinoza, Blake Guest, Berk Hakguder, Michael Archambault, Cory Cosper, Majid Esmaeili
2D Artists: Ben Smith, Scott Wilson, Robert Murdock, Tim Robbins
Art Department: Brett Lopinsky, Kelsey Napier, Matthew Dobrez
Motion Graphics: Kyle Moore, Vinicius Naldi, Greg Park
Colorist: Adam Scott
Executive Producer: Thatcher Peterson
Color Producer: Ali Struck

Audio Mix: Lime Studios
Audio Engineer:  Rohan Young
Live Action Sound Design: Rohan Young, Lime Studios
In-Game Sound Design: Charles Deenan, Source Sound

Music Composed and Orchestrated by Gordy Haab
Music Arranged and Edited by Samuel Smythe
Original Star Wars Music by John Williams