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

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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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Campaign title: Jump in.

Brand: Xbox ft. Star Wars Jedi

Creative title: “Become a Jedi”

Client: Microsoft Xbox / Electronic Arts / Respawn Entertainment / Lucasfilm Ltd.


Client: Microsoft / Xbox

Xbox, General Manager, Integrated Marketing: Rob Matthews

Xbox, General Manager, Brands and Advertising: Taylor Smith

Xbox, Director, Brand and Integrated Marketing: Craig McNary

Xbox, Sr. Integrated Marketing Manager: Josh Munsee

Xbox, Sr. Marketing Manager, 3rd Party Games: Kathy Richardson

Xbox, Marketing Manager, 3rd Party Games: Michelle Fears

Xbox, Sr. Product Marketing Manager, Hardware: Theresa Van Den Boogaard

Client: EA / Respawn

EA, CMO, Marketing Publishing and Analytics: Chris Bruzzo

EA, SVP, Global Brand Management: Jason Bunge

EA, Sr. Director, Global Brand Marketing: Arturo Castro

EA, Director, Global Brand Marketing: Charlie Hauser

EA, SVP, Marcom & CMO Managing Director: David Tinson

EA, VP, Marcom Strategy: Charles Kha

EA, Creative Director: Neel Upadhye

EA, Sr. Director, Marcom Production: Angelo Ferrugia

EA, Sr. Manager, Production: Margaret Meo

EA, Lead Video Producer: Christopher Beckett

EA, Sr. Manager, Marcom Strategy: Alexandre Scriabine

EA, VP, Marcom Activation: Stuart Lang

EA, Executive Assistant: Jovanna Piazza

EA, Sr. Director, Global Activation: Andrew Wong

EA, Director, Global Activation: Angela Sun

EA, Global Activation Lead: Joe Gatdula

EA, Global Activation Associate: Clay Bradshaw

Respawn, Head of Respawn: Vince Zampella

Respawn, COO: Dusty Welch

Respawn, Game Director: Stig Asmussen

Respawn, Sr. Producer: Kasumi Shishido

Respawn, Producer: Jordan Klein

Client: Lucasfilm Ltd.

Lucasfilm Ltd., Director, Brand Marketing: Matt Shell

Lucasfilm Ltd., Manager, Brand Marketing: Anthony Rodriguez

Agency: 215 McCann

Chief Creative Officer: Scott Duchon

Creative Director: Nichole Geddes

Sr. Copywriter: Gabe Sherman

Sr. Art Director: Shawn Raissi

Director of Integrated Production: Mandi Holdorf

Sr. Producer: Gabby Gardner

Producer: Christina Chin

Director of Business Affairs: Mary Beth Barney

Business Director: Peter Goldstein

Management Supervisor: Devina Hardatt

Account Supervisor: Harold McKeon

Assistant Account Executive: Paige Kane

Director of Strategy: Brian Wakabayashi

Strategy Director: Cassidy Wilber

Strategist: Christian Stewart


Production Company: Reset Content

Director: Garth Davis

Managing Director: Dave Morrison

Executive Producer: Deannie O’Neil

Executive Producer: Jen Beitler

Head of Production: JP Colombo

Line Producer: Megan Moore

Director of Photography: Matthew Libatique

Production Designer: Jay Pooley

Make-Up: Christine Kohut

Costume Designer: Adelle Gaudet

Stunt Coordinator: Tom Struthers


Editorial: Cartel Edit

Editor: Leo Scott

Cutting Assistant: Matt Berardi

Assistant Editor: Collen McKay

Executive Producer: Lauren Bleiweiss

Producer: Samantha Axelrod

Music Composition

Composer: Blake Robinson

Mixing: Steve Kaplan

Orchestration: Gordy Haab and Carl Rydlund

Audio Mix & Sound Design: Skywalker Sound

Sound Designer / Re-Recording Mixer: Steve Boeddeker

Foley Artist: Jana Vance

Foley Mixer: Frank Rinella

Engineering Services: Dusty Jermier

Digital Editorial Support: Ivan Piesh

Post-Production Sound Accountant: Renée Russo

Post-Production Finance Manager: Mike Peters

Client Services: Eva Porter

Scheduling: Carrie Perry


Director of Production: Jon Null

Head of Engineering: Steve Morris

Head of Production: Jon Null

General Manager: Josh Lowden

VFX: Industrial Light & Magic

Post VFX Supervisor: Sherry Hitch

Onset VFX Supervisor: Jonathan Rothbart

VFX Associate Producer: Yimi Tong

VFX Editor: Jenni O'Byrne

CG Supervisor: Leandro Estebecorena

Executive Producer: Jill Brooks

Animation Supervisor: Delio Tramontozzi

Animators: Philip Barnard, Dave Logan, Nathan Thomas

Creature TD: John Niforos

Layout Supervisor: Marla Newall

Layout Artists: Janice Chan, elissa Mullin, Gurpreet Pannu, Luke Spence Byrd, Xiaoxuan Sun

Particle TDs: Thomas Bevan, Mihai Cioroba

Lead Generalist – Environments: Shane Roberts

Generalists – Environments: Kevin Page, Adam Watkins

Lighting TDs: Kevin Reuter, Yegor Swarovski

Compositors: Tigran Badalyan, Michael Conte, Larkin Flynn, Ravi Kasumarthy, YunJung Ko, Alison Lake, Michael Ranalletta, Ronnie Williams Jr.

Digital Paint & Roto Supervisor: Michael Van Eps

Digital Paint & Roto Artists: Beth D'Amato, Robert Dorris, Katie Morris

Model/Texture Artists: Mark Keetch, Mark Marcin

Associate Pipeline TD: Katherine Sanchez

Coordinators: Rebecca Norton, Andrew Martin, Lane Howard, Yegor Tesler

Production Assistant: Jessica Tong

Categories: Consumer Electronics, Gaming Consoles

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