Electronic Arts, in collaboration with creative agency Mother Los Angeles, has launched the highly anticipated campaign for Battlefield 6. The campaign features a live-action film that cleverly subverts the typical celebrity-driven gaming trailer by spotlighting the true heroes of the Battlefield franchise: the everyday players and their squads.
The campaign enlists the talents of actor and producer Zac Efron, 6x NBA All-Star Jimmy Butler, chart-topping artist Morgan Wallen, and MMA fighter Paddy Pimblett. However, the twist lies in how these celebrities are used to highlight the authentic squad-based gameplay that defines Battlefield. The launch film begins with the star-studded cast before transitioning to showcase the teamwork and strategy that players experience in-game.
Behind the Scenes: A Creative Vision
All four celebrities were involved from the onset, teasing the campaign through social media posts with phrases like “It’s good to be back,” “I don’t talk trash, I take it out,” and “I’m the problem.” This strategic approach was designed to engage fans and build anticipation for the release.
“We’re so excited for the launch of Battlefield 6. And, we’ve got a fantastic campaign that showcases the ‘Only in Battlefield’ moments that our brand is built on,” said Anthony Stevenson, SVP, Entertainment Marketing and Publishing at Electronic Arts.
Squads are everything in Battlefield, and we love that this film puts them at the forefront working together to accomplish the objective, just like our players do in-game…all set up by some blockbuster talent to help tell the story.
The Creative Process
The campaign’s creative direction was spearheaded by Joey Johnson, Creative Director at Mother LA. “If you look at the state of first-person shooters, and then what Battlefield 6 is, this idea felt like a no-brainer,” said Johnson.
Players want to feel like they’re actually in that world. So it became as simple as ‘make fans think we’re hopping on the same bandwagon, and then blow up that notion to make room for a more grounded and true “Only in Battlefield” film.’
Shelby Tamura, also a Creative Director at Mother LA, emphasized the importance of authenticity in bringing the game to life. “Bringing a video game into the world of live action is always an exciting opportunity. And for us, it meant being as authentic as possible to Battlefield’s sense of scale and creativity,” Tamura explained.
Squads can make the impossible happen, so crafting that war sandbox to feel as real and cinematic as possible was such a fun challenge.
Directorial Insights
Director Simon McQuoid of Imperial Woodpecker shared his enthusiasm for the project. “I was particularly drawn to this script because it has two elements that I love: humour and scale. And my process is to balance those two elements all the time,” McQuoid noted.
This was a unique idea because we lead with a misdirect and the humor is up front, then from that point on it needs to back up the claim that only this sort of battle authenticity happens in Battlefield.
McQuoid’s direction aimed to capture the intensity and grandeur of the game. “I wanted the explosions to not just be big, but also feel utterly real, dirty and chaotic. I love the intensity of the game, so it was important that we matched that same energy,” he added.
Production and Technical Excellence
- Client: Electronic Arts
- Creative Agency: Mother Los Angeles
- Director: Simon McQuoid
- Production: Imperial Woodpecker
- VFX: Framestore
- Finishing + Color: Trafik
- Local Production: Lions TV
- Music Composition: 2WEI
- Mix: Lime
- Edit: Trim Editing
- Motion Design: OPEN DOME
- Photography: Kaito Studio
The launch of Battlefield 6 with its innovative campaign not only sets a new standard for gaming trailers but also reinforces the franchise’s commitment to delivering authentic and immersive experiences. As players gear up to dive into the latest installment, the campaign serves as a reminder of the power of teamwork and strategy that has long been the hallmark of the Battlefield series.
With the game now available, fans and new players alike are eager to experience the “Only in Battlefield” moments that have been so creatively captured in this star-studded campaign.
