NEW EA Mass Effect 3 | Draftfcb Dir by Reynald Gresset of Caviar

The time to take Earth back is finally here as Draftfcb San Francisco’s massive campaign for EA’s eagerly anticipated launch of the Mass Effect 3 game debuted this Sunday, February 26, during AMC’s hit series “The Walking Dead.”

 

Directed by Reynald Gresset of Caviar, the epic commercial was completed in less than three months, with six days of filming in Prague, and post-production by The Mill taking five weeks.  The spot was edited by Russell Icke at Whitehouse Post with music by Human.

"I wanted to create a world that would feel incredibly real to fans of the game," remarked Gresset.  "It was an exciting proposition for me to try to bring the same dramatic scope of battle felt in the game to a cinematic shorter form."  

To this point, Gresset envisioned a stylized futuristic world set within the context of the game.  The Mill was charged with creating VFX and picture post, adding scope and scale beyond what was possible to shoot in-camera on set while staying faithful to the world of Mass Effect.  

With many of the The Mill's team fans of the game, the VFX artists were thrilled to work on the spot.  The sequence of the Golden Gate Bridge collapsing was a particular challenge as it was the last shot to be completed.  The simulation was extensive and the shot was started at the turnover of the cut.  It was not seen until days before delivery and the final version on the day of the grade, so that the team was continually discussing the possibilities such as the superheating of the ray and the description of the splashes.

 

Chris Ford, chief creative officer for Draft's West Coast offices, said of the work: “Mass Effect 3 is about the potential end of humanity and the unnerving threat of losing everything—family, friends, and faith. Our job was pretty straightforward – paint an emotionally charged and appropriately dark portrait of the disparate chaos that ensues when our world is faced with the end. The hope is people will think, if only for a moment, how they might deal, or not deal, with the end of civilization. And because that’s a total downer, we made sure to turn a corner to reveal a ray of hope.”

"Faced with becoming nothing, we fight for everything."

Client: Electronic Arts, Mass Effect 3

Agency: Draftfcb, San Francisco

 

Title: Fight

 

Chief Creative Officer: Chris Ford

Group Creative Director: Tony Vazquez

Group Creative Director: Colin McRae

Assoc Creative Director: Derrick Ho

Assoc Creative Director: Jake Slody

Art Director: Alyssa Collis

Copywriter: Will Decher

Senior Producer: Jeremy Arth

 

Production Company: Caviar Content

Director: Reynald Gresset

Executive Producers: Michael Sagol, Jasper Thomlinson

Line Producer: Louis Saint-Calbre

DOP: Patrick Duroux

 

Production Service: Unit+Sofa

Executive Producer: Fady Salame

Line Producer: Petra Ondrickova

 

Editorial: Whitehouse Post

Editor: Russell Icke

Assistant Editor: Brandon Porter

Senior Producer: Kristin Branstetter

 

Visual Effects: The Mill London

Executive Producer: Will Cohen

Animation Director: Jean-Claude Deguara

Finishing: The Mill LA

Head of Production: Arielle Davis

Colorist: Adam Scott

2D Supervisor / Lead 2D Artist: Sara Bennett

CG Supervisor / 3D Lead Artist: Nicolas Hernandez

Animation Supervisor / 3D Lead Artist: David Bennett

2D Artists: 

Compositors 

Adriano Cirulli

Bryan Bartlett

Clement Hingrai

Henning Glabbart

Rosemary Chester

Theajodharan Nagarajan

Dan Pearce

Murray Barber

Frank Hanna

Iyi Tubi

Roto

Angelo Dewitt

Eleanor Sutton

Valentina Ambartsumov

3D Artists:         

Darren Byford (TD)

Sam Lucas

Nick Webber

Jason Brown

Christian Waite

Ruben Mayor

Matthew McKinney

Andy Guest

Ruben Bautista

Animators

Rob Byrne

Ruth Bailey

Thibault Pansiot

Martin Lanzinger

Neil Glasby

Riggers

Neil Roche

Max  Mallman

Will Pryor

David Jones

Trackers

Amy Cuthbertson (Tracking Supervisor)

Kwai Ip

Daniel Newlands

Jacob Flint

Tony Landais

Andreas Schulz

Matte Painting: Simon Wicker, Christoph Unger, Lyndall Spagnoletti, Ron Bowman, Turlo Griffin,

VFX Co-ordinator:  Natalie Reid

Editorial Team at The Mill: Tristan Fisher, Matt ‘Wispy’ Clarke


















































 

 

Sound Design: Ren Klyce/Mit Out Sound

Audio Mix: Michael Semanick/ Skywalker Sound

Audio Mix: Rohan Young/Lime Studios

Music: Human Worldwide