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: 
Adriano Cirulli
Bryan Bartlett
Clement Hingrai
Henning Glabbart
Rosemary Chester
Theajodharan Nagarajan
Dan Pearce
Murray Barber
Frank Hanna
Iyi Tubi
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
Rob Byrne
Ruth Bailey
Thibault Pansiot
Martin Lanzinger
Neil Glasby
Neil Roche
Max  Mallman
Will Pryor
David Jones
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

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