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215 McCann Lives Out the Ultimate Star Wars Fantasy in Campaign for EA and Xbox



A cinematic spot directed by Garth Davis sees a young girl become a Jedi

215 McCann Lives Out the Ultimate Star Wars Fantasy in Campaign for EA and Xbox

Everyone imagines being a Jedi. Running around swinging makeshift Lightsabers and using the Force to save the galaxy. To celebrate the launch of the Star Wars Jedi: Fallen Order, Xbox and Electronic Arts came together to bring that dream to life in ‘Become a Jedi’, a live action spot that brings this universal truth to life and celebrates both the love of play and Star Wars.

The spot, developed by 215 McCann, tells the story of a young girl with a wild imagination who succeeds in getting her father and his coworkers to put work aside for a moment and find a real connection in the ultimate Star Wars fantasy.

You can check out the epic spot below:

In Star Wars Jedi: Fallen Order, Order 66 has just been executed and gamers take on the role of Cal Kestis, a Jedi Padawan on the run, fighting for his survival. Paralleled in the live action spot, our young hero— a nod to Cal’s character—uses her imagination to transform her father’s workplace into the planet of Bracca while on the run from workers-turned-Stormtroopers.

"The central premise of Star Wars Jedi: Fallen Order is based on the iconic hero's journey of becoming a Jedi. That journey - fraught with danger, suspense, whimsical humor, and wonder - was our north star for marketing. We wanted to bring that fantasy to life with a live action spot which indulges every Star War fan's childhood dreams of swinging a lightsaber and harnessing the power of the Force," says Respawn Global Brand Director, Charlie Hauser.

The story embodies Xbox’s brand ethos of ‘Jump in’ – a celebration of the gaming community as a whole and their shared love of gaming, inviting everyone to join in on the fun.

“In our latest Jump in spot, we tell the story of a young girl whose powerful imagination draws people together through the cross-generational love of play and Star Wars. As our heroic young Jedi transforms flashlights and wrenches into lightsabers, we’re reminded to give into the moments of playing together that make life more fun this holiday,” says Craig McNary, Director of Xbox Global Brand and Integrated Marketing. 

The spot features other characters that are unique to the game. You’ll be won over by BD-1, the useful but cute, faithful droid sidekick, and you’ll get challenged when you encounter the main villain, the Second Sister, and her Imperial soldiers, the Purge Troopers. We won’t spoil the ending, so you’ll have to watch the full length video to see what happens to our young Padawan for yourself. 

The cinematic spot was brought to life by director Garth Davis, well known for the Academy-nominated film Lion, and Director of Photography, Matty Libatique, whose impressive list of films include Black Swan, A Star is Born, and Requiem for a Dream (to name a few). The Star Wars world was brought to life through visual effects and sound design and audio mix by Industrial Light & Magic and Skywalker Sound respectively, who have both done all the Star Wars movies.

The spot will debut at X019, a celebration of everything Xbox being held in London this year on November 14th. Millions of fans around the world will be tuned into the livestream on Xbox and EA’s social channels.  The Xbox One and Star Wars Jedi: Fallen Order console bundles launch on November 15th, along with the global media campaign supported in the US, UK, Mexico, Australia, Germany, France, Poland, Sweden, Spain, and Norway with cinema, TV, OLTV, Out of Home, digital, and social video placements.

Now, thanks to Star Wars Jedi: Fallen Order and the game’s developers at Respawn Entertainment, fans of Star Wars and Xbox can finally fulfill their lifelong dream of becoming a Jedi.


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Categories: Consumer Electronics, Gaming Consoles

McCann Worldgroup, Fri, 15 Nov 2019 10:50:51 GMT