BRIEF

Make BF6 the most successful Battlefield ever. (Err, yeah okay, hold my grenades).

HOW BF CONQUERED THE FPS REGIME

We combined the power of community & narrative with the power of gameplay and made the biggest reveal in Battlefield history.

It all started with Battlefield Labs. A community driven play test for selected gamers to join us in the war room where we gain vital intelligence to continue improving the game. Then came reveal. This begun with three videos that bought Battlefield 6 to the world. First, we slege hammered through the 4th wall and put our leadership team in the hot zone as they took us through what BF6 is all about. This was a first of its kind idea for EA, and well, the gaming industry. [We were fed up with talking dev heads].

Then came the reveal trailers. Where minds weren’t just blown, they were obliterated. We began these with our story, our narrative. A crucial juxtaposition of chaos vs calm. A nervous president practising his speech leading to Limb Bizkit blowing shit up.

Check out the work below and take a deep breath, you’re gonna need it.

REVEAL TRAILERS

REWRWITING HISTORY WITH THE NEW BATTLEFIELD 6 TONE OF VOICE

But before all the chaos, we had to set the tone. Re-establish who Battlefield is and how we wanted to sound. This isn’t just some game, it’s the beating-heart of a crown wearing franchise for the past 20+ years. No pressure.

Take a scroll through and see how we created the most bad-ass tone of voice doc ever.