Events | Corporate | Electronic Arts |

Electronic Arts - E3 press event 2013

Electronic Arts | Los Angeles, CA | 2013

After hosting its first live televised press event at the 2011 Electronic Entertainment Expo, Electronic Arts returned to E3 in 2013 with an event that was even bigger and bolder than previous years.

What It Was

After hosting its first live televised press event at the 2011 Electronic Entertainment Expo, Electronic Arts returned to E3 in 2013 with an event that was even bigger and bolder than previous years. More than 5 million viewers tuned in for the show at Shrine Auditorium, which showcased EA’s forthcoming game titles for next-generation platforms, and was televised on Spike TV and Viacom channels around the world.

What We Did

Plumbago Productions called upon Lightswitch to create a captivating production that rivaled large-scale award shows. To fill the immense stage space around three large HD video screens, we placed moving rows of automated theatrical lights that reconfigured throughout the show. In addition, a 90-foot-long LED video panel that displayed dynamic content was placed behind the screens to add an abstract graphic component to the stage picture. We also utilized a previsualization system to begin programming the elaborate design at the same time as the show was being installed into the venue before the lighting and video systems were even online. This maximized the client's budget by reducing overtime and ensured staff was able to work at maximum efficiency.

Why It Worked

Capitalizing on the success of our design for EA’s previous shows, Lightswitch designed a lighting and visual program that met the needs of the expanded show. Previsualization allowed us to begin programming the complex design before rehearsals, while our experience lighting both stage shows and televised press events enabled us to respond to the creative and logistical challenges and client's execute this large-scale production. Photography by Jeff Granbery