MASS EFFECT

Project: Mass Effect 3 Social Campaign              Task: Concept and Art Direction             Client: Electronic Arts

The premise of the acclaimed game Mass Effect 3 is to revenge the destruction of humanity caused by an alien invasion, leaving nothing but the fury to fight back and claim the honor the planet earth. As part of creating buzz and excitement about this game, a social experience was created to mimic the destruction of planet earth by having our audience to witness the destruction of their social lives on Facebook with a series of hinted messages leading to the game.