Imaginary Forces (IF) directors Miguel Lee and Charles Khoury set the scene for an epic cops and robbers battle in the highly cinematic :40 teaser “Battlefield Hardline” for the launch of EA’s new game Battlefield Hardline, out of FCB San Francisco. The :40 artfully captures the raw power of weaponry and its fiery wake as law enforcement and criminals clash. Explosions and munitions are presented in rarely seen detail, showcasing the mile-high stakes of such encounters.
IF’s Lee and Khoury directed two separate shoots on the same stage to form this visceral teaser. Lee’s crew was responsible for filming all of the actors, vehicles, weapons, gear and paraphernalia in a sleek, action-packed fashion. Khoury shot at high speeds to capture all of the slow-motion explosions and actual weapon fire including a submachine gun, pump shotgun and assault rifle.
Credits:
Client: Electronic Arts
Title: “Battlefield Hardline,” :40
Agency: FCB/West
Chief Creative Officer: Eric Springer
Agency Creative Directors: Tony Vazquez, Colin McRae
Agency Producer: Jeremy Arth
Agency Art Directors: Chase Madrid
Agency Copywriter: Elaine Cox
Agency Accounts Team: Isaac Clemens, Ben Yu, Chris Remy
Agency Editors: Ted DePalma, Tim McMahon
Designed & Produced by: Imaginary Forces
Directors: Miguel Lee, Charles Khoury
Executive Producers: Ben Apley, Sarah Roebuck
Head of Production: Claudina Mercado
Producers: Chris Ahn, Keith Bryant
Designers: John Kim, Lisa Chen, Katherine Liang, My Tran, Tizu Tarumyan
Design PA: Wes Yang
Storyboard Artist: Alejandro Lee
Animators: John Kim, Miguel Lee, Sam Kim
Editors: Justine Gerenstein, Michael Radtke, Stacy Auckland, Keith Roberts
Inferno Artists: Rod Basham, Eric Mason
Coordinator: Dominick Guglielmo
Photographer: Ryan Speers
Production Intern: Paquita Hughes
Live Action Crew Line Producer: Adam Lawson Directors of Photography: Joseph Labisi, Aaron Platt Assistant Directors: Travis Gold, Alex Comery
A Product of Imaginary Forces
Top entertainment studios, global brands and A-list agencies tap Imaginary Forces (IF) to find new ways to engage and inspire audiences. IF’s diverse talent pool of artists and creative professionals bring elite conceptual design solutions to projects in commercial, digital media, feature films and film marketing, television and architectural spaces.
Underlying each endeavor is their passionate belief that no project is too large, too small or too complex to benefit from beautiful and inventive design.
The innovative studio has garnered numerous advertising industry awards as well as multiple Emmy Awards including an Emmy for their iconic titles work on AMC’s smash drama series Mad Men.