EA Play
The brief
To breathe new life into the traditional E3 press conference broadcast.
The approach
Activating our AD+D footprint, we put players at the centre of our thinking by freeing the press conference format and giving the audience news and updates they care about via curated appointments to view.
EA titles trending
globally
The execution
Streamed live from the heart of EA PLAY, we turned each of the gaming titles into episodic segments. Repositioning the stage to sit within the outdoor fanfest, meant that for the first time in E3 history fans could be front and centre. The conversational tone pivoted the announcements from talking at, to amongst the players, about the games they love from the people who make them. Pairing heavyweight hosting talent Alex ‘Goldenboy’ Mendez, Greg Miller and Julia Hardy with members of the EA Community Team ensured we found the right balance of client, fan and entertainment.
Over
5.5m
views globally
{"items":["9a1e3256-c150-4f0a-9755-43d7551247a5","74ef7d9a-a084-45d7-bdef-9c84e8072be3","d86df356-8b92-4826-8ef7-a4ab2bcaef48","fde3cfac-89c6-4088-aafa-280a15625534","46d5a071-7e9c-4f41-b21e-d4251ff8d637","90ca764a-2b19-4377-9884-9d0d067195a3"],"styles":{"groupSize":3,"showArrows":false,"cubeImages":false,"cubeType":"fill","cubeRatio":1,"isVertical":false,"gallerySize":505,"collageAmount":0.8,"collageDensity":1,"groupTypes":"1,2h,2v,3t,3b,3l,3r","oneRow":false,"imageMargin":3,"galleryMargin":0,"floatingImages":0,"chooseBestGroup":true,"smartCrop":false,"hasThumbnails":false,"enableScroll":true,"isGrid":false,"isSlider":false,"isColumns":false,"isSlideshow":false,"cropOnlyFill":false,"fixedColumns":0,"enableInfiniteScroll":1,"isRTL":false,"minItemSize":120,"rotatingGroupTypes":"","rotatingCubeRatio":"","gallerySliderImageRatio":1.7777777777777777,"numberOfImagesPerRow":3,"numberOfImagesPerCol":1,"groupsPerStrip":0,"borderRadius":0,"boxShadow":0,"gridStyle":1,"mobilePanorama":false,"placeGroupsLtr":false,"viewMode":"preview","thumbnailSpacings":0,"galleryThumbnailsAlignment":"bottom","isMasonry":false,"isAutoSlideshow":false,"slideshowLoop":false,"autoSlideshowInterval":4,"useCustomButton":false,"bottomInfoHeight":0,"titlePlacement":"SHOW_ON_HOVER","galleryHorizontalAlign":"flex-start","galleryTextAlign":"left","galleryVerticalAlign":"flex-start","scrollSnap":false,"itemClick":"expand","fullscreen":true,"allowSocial":false,"allowDownload":false,"allowTitle":false,"allowDescription":false,"allowHover":true,"loveButton":false,"loveCounter":false,"videoPlay":"hover","scrollAnimation":"NO_EFFECT","scrollDirection":0,"overlayAnimation":"NO_EFFECT","arrowsPosition":0,"arrowsSize":23,"watermarkOpacity":40,"watermarkSize":40,"useWatermark":true,"watermarkDock":{"top":"auto","left":"auto","right":0,"bottom":0,"transform":"translate3d(0,0,0)"},"loadMoreAmount":"all","defaultShowInfoExpand":1,"allowTitleExpand":true,"allowDescriptionExpand":true,"allowLinkExpand":true,"expandInfoPosition":0,"allowFullscreenExpand":true,"fullscreenLoop":false,"galleryAlignExpand":"left","addToCartBorderWidth":1,"addToCartButtonText":"","slideshowInfoSize":200,"playButtonForAutoSlideShow":false,"allowSlideshowCounter":false,"hoveringBehaviour":"APPEARS","thumbnailSize":120,"magicLayoutSeed":1,"imageHoverAnimation":"NO_EFFECT","calculateTextBoxHeightMode":"AUTOMATIC","textBoxHeight":0,"textImageSpace":10,"textBoxBorderRadius":0,"textBoxBorderWidth":0,"textsVerticalPadding":0,"textsHorizontalPadding":0,"titleDescriptionSpace":6,"customButtonText":"","customButtonBorderWidth":1,"customButtonBorderRadius":0,"loadMoreButtonText":"Load More","loadMoreButtonBorderWidth":1,"loadMoreButtonBorderRadius":0,"imageInfoType":"NO_BACKGROUND","itemBorderWidth":0,"itemBorderRadius":0,"itemEnableShadow":false,"itemShadowBlur":20,"itemShadowDirection":135,"itemShadowSize":10,"imageLoadingMode":"BLUR","expandAnimation":"NO_EFFECT","imageQuality":90,"usmToggle":false,"usm_a":0,"usm_r":0,"usm_t":0,"videoSound":false,"videoSpeed":1,"videoLoop":true,"gotStyleParams":true,"selectedLayout":"0|bottom|1|fill|false|0|1","showVideoPlayButton":true,"galleryImageRatio":2,"sharpParams":{"quality":90,"usm":{}},"imageLoadingWithColorMode":"PICKED_COLOR","imageRatioType":"FIXED","numberOfDisplayedItems":3,"itemBorderColor":{"themeName":"color_15","value":"rgba(65,65,65,1)"},"itemShadowOpacityAndColor":{"themeName":"color_15","value":"rgba(65,65,65,0.2)"},"textBoxBorderColor":{"themeName":"color_15","value":"rgba(65,65,65,1)"},"textBoxFillColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"alwaysShowHover":false,"isStoreGallery":false,"previewHover":false,"galleryLayout":0,"itemOpacity":{"themeName":"color_18","value":"rgba(237,0,67,0.43)"},"itemFont":{"style":{"bold":false,"italic":false,"underline":false},"family":"wfont_b3d1a4_a34d3f4ebfb24e0692de99d29e3caf58,wf_a34d3f4ebfb24e0692de99d29,orig_gilroysemibold","preset":"Heading-S","editorKey":"font_6","size":22,"fontStyleParam":true,"displayName":"Small Heading","value":"font:normal normal normal 22px/1.4em wfont_b3d1a4_a34d3f4ebfb24e0692de99d29e3caf58,wf_a34d3f4ebfb24e0692de99d29,orig_gilroysemibold;"},"itemFontSlideshow":{"family":"helvetica-w01-bold","displayName":"Basic Heading","style":{"bold":false,"italic":false,"underline":false},"size":22,"preset":"Custom","editorKey":"font_5","fontStyleParam":true,"value":"font:normal normal normal 22px/27px helvetica-w01-bold,helvetica-w02-bold,helvetica-lt-w10-bold,sans-serif;"},"itemDescriptionFontSlideshow":{"family":"helvetica-w01-light","displayName":"Paragraph 2","style":{"bold":false,"italic":false,"underline":false},"size":15,"preset":"Custom","editorKey":"font_8","fontStyleParam":true,"value":"font:normal normal normal 15px/18px helvetica-w01-light,helvetica-w02-light,sans-serif;"},"itemDescriptionFont":{"family":"wfont_b3d1a4_a34d3f4ebfb24e0692de99d29e3caf58,wf_a34d3f4ebfb24e0692de99d29,orig_gilroysemibold","style":{"bold":false,"italic":false,"underline":false},"size":26,"preset":"Body-M","editorKey":"font_8","fontStyleParam":true,"displayName":"Paragraph 2","value":"font:normal normal normal 26px/1.4em wfont_b3d1a4_a34d3f4ebfb24e0692de99d29e3caf58,wf_a34d3f4ebfb24e0692de99d29,orig_gilroysemibold;"},"itemFontColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"itemFontColorSlideshow":{"themeName":"color_15","value":"rgba(65,65,65,1)"},"itemDescriptionFontColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"itemDescriptionFontColorSlideshow":{"themeName":"color_15","value":"rgba(65,65,65,1)"},"loadMoreButtonFont":{"family":"wfont_b3d1a4_a34d3f4ebfb24e0692de99d29e3caf58,wf_a34d3f4ebfb24e0692de99d29,orig_gilroysemibold","displayName":"Paragraph 2","style":{"bold":false,"italic":false,"underline":false},"size":26,"preset":"Body-M","editorKey":"font_8","fontStyleParam":true,"value":"font:normal normal normal 26px/1.4em wfont_b3d1a4_a34d3f4ebfb24e0692de99d29e3caf58,wf_a34d3f4ebfb24e0692de99d29,orig_gilroysemibold;"},"loadMoreButtonFontColor":{"themeName":"color_15","value":"rgba(65,65,65,1)"},"loadMoreButtonColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"loadMoreButtonBorderColor":{"themeName":"color_15","value":"rgba(65,65,65,1)"},"arrowsColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"oneColorAnimationColor":{"themeName":"color_11","value":"rgba(255,255,255,1)"},"isAccessible":false,"allowLeanGallery":false,"layoutsVersion":2,"selectedLayoutV2":0,"isSlideshowFont":false,"externalInfoHeight":0},"container":{"top":"","bottom":"","left":"","right":"","width":980,"height":491,"position":"","avoidGallerySelfMeasure":true,"galleryWidth":986,"galleryHeight":491,"scrollBase":0}}