Objective >
Electronic Arts (EA) partnered with interPlay to launch a social-first campaign for the Battlefield franchise. The objective was to cut through launch noise by tapping into athlete-led storytelling - connecting the squad-based intensity of Battlefield with the mindset of elite sport, and reaching new audiences through authentic talent platforms rather than traditional brand channels.

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Action >
We created Battlefield Squad - an unexpected crossover bringing together four of Australia’s most recognisable athletes from completely different sporting codes: UFC star Tai ‘BamBam’ Tuivasa, NRL champion James Tedesco, Olympic gold medallist Logan Martin, and Socceroos hero Andrew ‘Redders’ Redmayne.

 

Shot together in Sydney, the campaign centred around a cinematic, fast paced hero film built specifically for social. Each athlete embodied a Battlefield class, blending game-inspired visuals with their own sporting personality. The content ecosystem included a hero collaboration Reel, custom story cutdowns, and a suite of stills and behind-the-scenes assets  - all distributed natively through the athletes’ own social channels to maximise authenticity and reach.

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Reaction >
The campaign generated over one million organic video views across athlete platforms, with strong engagement and profile traffic driven directly to Battlefield touchpoints. Beyond contracted deliverables, the athletes amplified the campaign through additional posts, cross-sharing and commentary, extending reach and impact well beyond initial expectations.

 

Battlefield Squad demonstrated the power of talent-first distribution and how bringing together the right personalities - even from completely different worlds - can create culturally relevant, high impact content that feels natural to fans and true to the brand.