High-Stakes Production for a Global AAA Game Launch
Battlefield 6 Retail Partner Announcement
Brand Alignment Film Production
Project Overview
Electronic Arts partnered with Parthenon Pictures to film principle photography for a ten minute high-quality retail partner announcement video for the release of Battlefield 6, one of the most anticipated AAA game titles of 2025. This project required close collaboration with EA’s producers, leadership, and internal marketing teams, as the video would become a critical component of a larger global campaign being executed simultaneously across multiple vendors.
Operating under a strict NDA and extensive brand guidelines, our team executed a streamlined, studio-level production inside EA’s corporate headquarters, delivering a polished asset that matched the scale, tone, and prestige of the Battlefield franchise.
Total Deliverables: Multi-Cam Footage & Photography
Timeline: 2 weeks - from development to asset delivery.
Rapid Turnaround Demonstrating Agile Production Capabilities
A high-impact communication piece designed to align internal teams, retail partners, and global audiences around a unified brand announcement.
Strategic partner messaging
Storytelling Approach
We approached this project by working closely with EA’s franchise leadership to craft a message that felt unified, authoritative, and aligned with Battlefield’s identity. From the earliest drafts of the script to on-set decision-making, every creative choice was shaped in collaboration with EA’s internal team to ensure accuracy, brand fidelity, and narrative clarity.
Production at EA Headquarters
Filming inside EA’s corporate offices reinforced brand trust and aligned the announcement with EA’s identity. We utilized their private beta gaming room, intentionally shaping its lighting to complement Battlefield’s gritty, high-contrast look.
We aligned every visual choice, from color palette to lighting, to reflect the cinematic tone of Battlefield. To elevate production value and align with top-tier tech and gaming competitors, we paired the dark, stylized gaming environment with a bright, open-air interview setup. We enhanced the natural light with our own lighting design to create clean highlights, sculpted shadows, and a premium aesthetic.
Contrasting visual style
Challenges & execution
With an announcement deadline already set, we expedited scripting, approvals, casting, location planning, and shotlists, developing a rapid pre-production pipeline without sacrificing quality. Our team worked side-by-side with EA’s producers to align messaging, pacing, and tone across the brand’s global marketing strategy.
Since EA’s internal team handled all post-production, our on-set workflow needed to be flawless. We delivered fully organized multi-camera footage, clearly labeled takes with detailed performance notes, comprehensive technical logs, isolated audio files with backups, and a full suite of still photography assets, each arranged within a structured asset hierarchy tailored to EA’s internal systems. This meticulous approach ensured EA’s editors could begin work immediately with zero bottlenecks.
Streamlined Handoff for post production
Brand impact
The final retail partner announcement video set a new benchmark for EA’s communication assets, exceeding expectations in quality, pacing, and cinematography while establishing a higher internal standard for all future announcements.
The piece delivered premium visuals aligned with Battlefield’s signature tone, integrated seamlessly into EA’s global marketing campaign, and benefited from an exceptionally organized post-production handoff that accelerated internal turnaround. Its polished, competitive aesthetic matched the level of top-tier gaming brands, and EA leadership praised it as one of their strongest retail announcements to date.
This project reaffirmed Parthenon Pictures’ ability to execute high-pressure, brand-sensitive, fast-turnaround productions for some of the world’s leading entertainment companies.