Electronic Arts Film YOUR MOM'S REALLY BAD AT DEAD SPACE 2 MULTIPLAYER by DraftFCB Los Angeles

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YOUR MOM'S REALLY BAD AT DEAD SPACE 2 MULTIPLAYER

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Industry Video Games/Consoles
Media Film
Market United States
Agency DraftFCB Los Angeles
Production Goon Media
Director Charles Jensen “Race Day,” “Back To School,” “Moving”
Creative Director Colin Mcrae, Tony Vazquez
Art Director Justin Hargraves
Copywriter Eric Molina
Producer Greg Jones
Account Supervisor Isaac Clemens
Editor Tim Brooks, Connor Mcdonald, Kevin Jardin
Released January 2011

Credits & Description

Category: Internet Film
Advertiser: ELECTRONIC ARTS
Product/Service: DEAD SPACE 2 GAME
Agency: DRAFTFCB
Production Company: GOON MEDIA, Los Angeles, USA
Date of First Appearance: Feb 16 2011
Chief Creative Officer: Tom O'keefe
Creative Director: Tony Vazquez/Colin Mcrae
Copywriter: Eric Molina
Art Director: Justin Hargraves
Agency Producer: Jeremy Arth
Account Supervisor: Isaac Clemens
Producer: Greg Jones
Director: Charles Jensen
Editor: Connor Mcdonald/Tim Brooks/Kevin Jardin
Sound Design/Arrangement: One Union
Planner: Mary Florcruz
Editing Company: Beast Editorial San Francisco

English Description
After showing EA’s graphic, disturbing video game Dead Space 2 to 200 real, unsuspecting moms, the results were unanimous: they hated it. We used this disapproval as the insight to drive a campaign. Because history has shown that if moms hate something, then 18-year-olds will love it. The results proved this, as Dead Space 2 outsold the first game two to one.

After the campaign launched, we decided to bring back two of the most popular and outspoken moms. This time, they weren’t going to watch the game. They were going to play it, against each other. After a brief lesson, they went on to demonstrate the game’s multi-player function. Given their inexperience as gamers, they struggled to operate the massive weapons and disfigured creatures required to successfully play the game. And we filmed it all.