Cannes Lions

MASS EFFECT 3

DRAFTFCB, San Francisco / EA GAMES / 2012

Overview

Entries

Credits

Overview

Description

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.

Similar Campaigns

12 items

SIMCITY BUILDIT SCHOOL OF POLITICS

DENTSU INC., Tokyo

SIMCITY BUILDIT SCHOOL OF POLITICS

2018, EA GAMES

(opens in a new tab)