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

First of three spots premieres tonight

Headshot of Kristina Monllos

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. 


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

@KristinaMonllos Kristina Monllos is a senior editor for Adweek.