For EA’s sci-fi epic, Mass Effect 3, our goal was to take a niche, story-based video game and give it global, mainstream appeal. The spot was born from the game’s central theme: our fight against an apocalyptic invasion. We told the emotional story of humanity’s final hours, cutting around the world as innocent people confronted their end. Set 100 years into our future, it was important for set design, wardrobe, and props to paint a picture that was both futuristic and relatable. The cumulative effect allowed the audience to focus on and relate to the fear, love, and chaos of humanity’s last stand.