To launch EA’s Mercenaries 2 video, we needed to communicate the game’s core differentiators – epic-scale destruction, tweaked humor, and over-the-top Mercenary style.

The solution – embrace Mercenary style at a fundamental level, and approach the work with an unconventional sense of humor. Rather than follow video game convention with a driving, arena-rock track, we developed a Mercenary jingle – something catchy that would stick in people’s heads, and stand in deliberate juxtaposition to the explosive visuals.