Electronic Arts (EA) has unveiled a vibrant new brand campaign for its popular battle royale game Apex Legends, titled “Run-It-Backs.” The campaign, starring Chace Crawford, who plays Deep on The Boys and Gossip Girl fame, encourages players to relive their most thrilling Apex moments.
The “Run-It-Backs” initiative marks the debut of Apex Legends’ new brand platform, “Legendary from the Drop,” which shifts the game’s focus from mere competition to celebrating the joy and camaraderie found in gameplay. This campaign, the first from the creative agency Battery for Apex Legends, extends across social and digital platforms, engaging both long-time fans and newcomers with its fresh, inclusive message.
In a spectacular blend of live-action and animation, Crawford and his squad reenact a legendary in-game battle. The sequence cleverly alternates between the virtual game environment and an on-stage portrayal, highlighting the shared fun and community spirit that defines Apex Legends. The campaign’s humorous yet epic representation underscores that legendary stories can arise from any match, regardless of its outcome. Watch below:
REELated:
Rich Elmore, Head of Global Brand Marketing for Apex Legends, explained the campaign’s core idea: “With competition and the thrill of victory at the heart of every Apex Legends experience, our players routinely share unexpected encounters that are just so good, they demand a replay. Our new, approachable platform helps us to show that Apex Legends is more than a game, it’s an experience that squads share well beyond the match, binding fandom and community together in meaningful and lasting ways.”
Scott Brown, Executive Creative Director at Battery, emphasized the campaign’s broad appeal, “It’s important to us and the team at Apex Legends that players of all skill levels find the fun both in and out of the game. We love that our first work for Apex is a campaign that encourages the entire Apex gaming community to have fun and become Legendary from the Drop.”
Directed by Renny Maslow and produced by Chromista, the campaign also features a creative twist by staging the action as a community theater production. Maslow shared his enthusiasm for the project: “It’s not every day that you get to direct a community theater production of one of the world’s biggest battle royale-hero shooter games — Apex Legends.
The team at Battery and Respawn bravely crafted this farcical approach that I knew could totally disrupt the world of gaming, only if we completely leaned into the lo-fi quirkiness of community theater.”
“Run-It-Backs” sets a new creative standard for gaming promotions, promising to keep Apex Legends at the forefront of the industry with its innovative and engaging storytelling. As Apex Legends continues to evolve, this campaign reinforces its commitment to building a robust and inclusive community, making every player’s experience legendary.
CREDITS:
BRAND: Respawn Entertainment
- Vince Zampella- Executive Vice President & Group GM, Respawn Entertainment
- Daniel Suarez- Senior Vice President of Operations, Respawn Entertainment
- Greg Wilson – GM, Apex Legends
- Rich Elmore – Head of Global Brand Marketing, Apex Legends
- Josh Engen – Creative Director, Apex Legends
- David Jarvis – Creative Lead, Apex Legends
- Zorina Chen – Director of Global Brand Management, Apex Legends
- Devin Bennett – Global Player Marketing Director, Apex Legends
- Ashley Samour – Lead Producer, Apex Legends
- Steven Ferreira – Game Director, Apex Legends
AGENCY: Battery
- Philip Khosid – CCO & Co-founder
- Mark Maziarz – Group Creative Director
- Scott Brown – Executive Creative Director
- Mars Mahoney – Strategy Director
- Pat Dunneback – Group Brand Director
- Marco Vidalis – Senior Producer
- Stanton Hill – Head of Production
PRODUCTION COMPANY: Chromista
- Director: Renny Maslow
- Founder/EP: Ted Robbins
- Partner/EP: Adina Birnbaum
- Managing Director/EP: Jeff Baron
- Executive Director – Brand & Advertising: Chris Einhauser
- Line Producer: Rhonda Vernet
- Production Supervisor: Samantha Manalang
- Director of Photography: Bob Yeoman
- Production Designer: Shepherd Frankel
- Costumer: Diana Dillion
EDIT: Lewis Productions
Editor: Jason Eli Lewis
COLOR COMPANY: Co3
Colorist: Tim Masick
FINISH: Framestore
- EP: Pete King
- Post Producer: Valia Brinck
- VFX Supervisor: Luca Pelegatta
AUDIO MIX AND SOUND DESIGN: Gypsy Sound
Mixer/Sound Designer: William McGuigan
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