EA SPORTS: The (Global) Art of the Fight by Heat San Francisco for MMA

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EA SPORTS: The (Global) Art of the Fight

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Industry Video Games/Consoles
Media Film
Market United States
Agency Heat San Francisco
Released October 2010

Credits & Description

*The (Global) Art of the Fight
Product Intro Fact Sheet
*label of Electronic Arts, Inc., Redwood City, Calif. (NASDAQ: ERTS)
*Heat*, San Francisco
*Game intro*:
EA Sports MMA. For Xbox, PS3. $59.99
*Market position*:
EA Sports is in the unfamiliar position of introducing a game that is
*not*tied in to its sport’s most prominent league. (Rival game, UFC
by THQ, has secured that licensing in the mixed martial arts category.)
Differentiate from UFC Undisputed via intensity, authenticity, and the
global training that goes into mastering mixed martial arts’ various
disciplines (Japan for judo, Brazil for jiu-jitsu, Thailand for Muay Thai
kickboxing, America for boxing).
:20 (Europe only), :30 *http://bit.ly/dnIy7G
*One fight spills across three continents, ending in the Strikeforce
Pantheon Arena.
“The world of MMA has never been bigger.”
Male, 12 – 34
U.S., Western Europe, Australia, Russia (online only), Japan
*ECD*: Steve Stone
*ACD*: Nei Caetano
*CW*: James Duffy
*AD*: Woody Kurupintsiri
*Broadcast Prod.*: Chris Weldon
*Executive Prod.*: Brian Coate
*Prod. co.*: *HSI*, Los Angeles
*Dir.*: Jason Smith
*Exec Prod.*: Maddi Carlton
*Line Prod.*: Paul Ure
*Editorial*: *Final Cut*, Santa Monica
*Editor*: Richard Learoyd
*Exec Prod.*: Saima Aiwan
*Video Effects*: *Dashing*, Toronto
*CD*: Robert Moggach
*Exec Prod.*: Danielle Lyons
*Sound Design/Mix*: *740 Sound Design*, Los Angeles
*Exec Prod.*: Scott Ganary
*Sound Designers*: Eddie Kim, Rommel Molina
*Mixer*: Eric Ryan
Male lifestyle (e.g. Comedy Central, MTV)
Sports (e.g. Sunday Night Football, ESPN, TNT)
Fight-specific (e.g. Spike, Versus)
*Media agency*:
*Wieden+Kennedy*, Portland