Get your own Little Black Book.

Build your own personal news stream. Discover the latest work created that interests you, share your favourite stories and follow your favourite people and companies

Already have an account?


Darkness, Dwarves & Dragons Oh My! FCB's Thrilling DA:Inquisition Spot

FCB US, 2 years, 11 months ago

FCB West & Studio Black create epic interactive campaign for EA's Dragon Age

Darkness, Dwarves & Dragons Oh My! FCB's Thrilling DA:Inquisition Spot

Centered around a series of online videos and a TV commercial, FCB West has released its fully immersive Dragon Age: Inquisition campaign. The all-encompassing digital experience both challenges and rewards fans with bonus content like no other advertising campaign to date. 

While other games make players pre-order or purchase bonus content, FCB West wanted to reward DAI fans for feeding their need to explore with free, exclusive in-game content. So they created the “Quest for the Red Lyrium Reapers,” an interactive experience housed on that first challenges players to find hidden content within the campaign videos and then rewards them with an unprecedented incentive—a free in-game weapons pack.

From a loyalty and retargeting perspective, FCB West has created a truly unique campaign—one that is able to track how far fans get in their journey, or “quest,” and then shift its advertising messages accordingly. From a player’s first viewing of a character video to the delivery of the weapons pack into their Origin account, FCB West is able to follow their progress and deliver targeted messaging throughout the entirety of the campaign. 

With a strategy rooted in players’ need for discovery, FCB West has created a 360-degree interactive experience that informs, motivates, and rewards its audience with the content that they crave. Excitement for a Dragon Age game has never been greater.


Advertiser: EA Games

Brand: Dragon Age


Animation Company: Studio Black

Director: Fredrik Lofberg

Executive Producer: Dan Svensson

Creative Agency

Account Director: Erin Morgan

Creative Agency: FCB West

Art Director: Jacob Pepper

Business Director : Linda Casson

Copywriter: Chris Waigand

Group Creative Director: Tony Vazquez

Managing Director: Heidi Arkinstall

Producer: (Senior) Matt Green

Music and Sound

Audio Post Production: One Union Recording

Executive Producer: Lauren Mask

Sound Engineer: Matthew Zipkin


Edit Company: Beast San Francisco

Editor: Brandy Troxler

Executive Producer: Jon Ettinger

Post Production / VFX

3D Artists: Eric Pascua

Post Production House: Beast San Francisco