Summary
- The “Drop In” campaign for the EA skate. game, produced by Uncommon, celebrates the community that kept the franchise alive.
- The campaign centers on a film featuring legendary and local skaters, blurring the lines between real skate videos and the game’s physics.
Uncommon Creative Studio’s “Drop In” campaign for the latest EA skate. launch is an ode to the dedicated community that kept the gaming franchise alive. Putting a bow on its 15-year hiatus, the skate. relaunch represents a masterpiece co-authored by the skate community itself, celebrating the game’s past, present, and future.
Head of Creative on skate, Jeff Seamster, shared, “From the start, we’ve committed ourselves to building a great experience alongside our passionate community.” “skate. is a space to create, connect, and push the limits of play–whether you’re a lifelong fan or just learning to drop in. Today’s launch is a huge step in that journey, and we’re just getting started,” he added.
Supported by a media campaign across streaming TV, social, console, and more, the centerpiece of the initiative is a surreal film shot in Mexico City. The visual love letter is brought to life by legendary skaters including Ishod Wair, Atiba Jefferson, Yurin Fuji, Jerry Hsu, David Gravette, Kiki Kakitani, Sean Malto, Breana Geering, Alfie Mills, Jackie Michel, Brayan Coria, and more.
Embracing authenticity, the production street-casted 100 local skaters and even hired a skater as the cinematographer. The film’s gritty feel blurs the line between classic skate videos and the game’s fantastical physics, reflecting the game’s core ethos that “anyone can skate anything.”
Beyond the film, the campaign’s commitment to accessibility is highlighted by the game’s free-to-download model, ensuring both old timers and newcomers can jump in without barriers. More than just a marketing gimmick, “Drop In” is a testament to the power of community collaboration — that the most authentic campaign stories are co-created by the people who they aim to reach.
skate. will be available across PlayStation®5, Xbox Series X|S, PlayStation®4, Xbox One, and PC via Steam, Epic Games Store, and the EA App.
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