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Electronic Arts EA Play 2016

Electronic Arts | Los Angeles | 2016

Electronics Arts ushered in a new era during E3 with EA Play.

What It Was

Electronics Arts ushered in a new era during E3 with EA Play. Held off-site at The Novo at L.A. Live, the three-day, free, fan-focused event invited the public to experience the world of EA games through hands-on game demos, competitions, and a massively multiplayer game with special celebrity guests. EA’s much-anticipated press conference was also broadcast live from the venue to millions of viewers around the world.

What We Did

As the lighting designer for the entire event, Lightswitch helped to transform the club into a multifaceted experience with distinct, yet cohesive zones. EA Play kicked off with the press conference, which streamed live online and aired on TV. Working with event producer Plumbago Productions, we designed high-impact, broadcast-friendly lighting for the event, which incorporated EA’s signature color schemes and brand elements from creative agency Cinco Design. As each new game was revealed during the press conference, branded illumination for that title filled the club. We also worked with exhibits producer Premier Displays & Exhibits to create unique game environments that surrounded the stage. Each was lit with colors and effects of the title, allowing fans to become immersed in the game, from the leafy, green foliage of Battlefield to the clean, lean, athleticism of EA Sports.

Why It Worked

Though we’ve successfully illuminated EA’s E3 exhibit and press event for years, 2016 brought an exciting new change for the client and a new challenge for us. We tapped our experience designing across disciplines to help build a new hybrid environment that combined the energy of a rock concert, the sophistication of a museum exhibit and the attention to detail of a retail space into a one-of-a-kind event that entertained public and press alike. As the sole lighting designer, we were able to streamline the process both creatively and financially, resulting in a cohesive, cost-effective design.