EA wants fans to know that the hotly anticipated sequel to their silliest game was going to be amazing. So we decided to treat its launch like a serious blockbuster action movie. That meant filming a live-action training montage with muscle-y guys, creating a game trailer with a VO booming “IN A WORLD…”, and even encouraging fans to ‘cosplant’ as the game’s new stars. Everyone got the joke and our work helped sales outperform the original title.