Game Of War: Game of War: Fire Age Launches First Global Campaign Starring Kate Upton

Game of War: Fire Age, one of the top-grossing mobile games in the world, has tapped supermodel Kate Upton for its first global marketing campaign that uses traditional media. The first of three spots featuring Upton, by creative shop Untitled Worldwide, will premiere on television this evening with a push during the NFL Network's Thursday night football game."It is fantastic to be instrumental in the start of a new era in gaming and communications," said Upton in an email. "I love playing the part of Athena—she's such a bad-ass character, commanding armies, slaying hydra, charging into battle—the work shows how much fun it is, and I am proud to be part of it."Parent company Machine Zone spent approximately $40 million in media, according to sources. The campaign will also include digital and social media. "In the production of the spots we really wanted to dial up the contrast between a dirty, gritty, medieval world and the sweet, inviting Athena," said Eric Cosper, Untitled ecd, in an email. "She looks out of place but is very much a part of everything that is going on."While the campaign is geared to show off the world of the game—and the fantastic visual effects do so quite well—it is another example of Upton's willingness to make her supermodel looks the dominant aspect of her public persona. For example, Upton's first line, "Come and play with me," appears to be a double entendre meant to highlight her sexual appeal. Even if someone couldn't hear her delivery, it's clear that the audience is meant to maintain a degree of focus on Upton's voluptuous figure.And she has proven she's got comedic chops in the woefully bad comedy The Other Woman. But in a marketplace given to "buzz-worthy" developments such as Kim Kardashian and #BreakTheInternet, it may be considered unsurprising that Upton wasn't asked to demonstrate such abilities with a quip or two here.At any rate, a couple more spots featuring Upton will roll out later this month. Credits:Client: Machine ZoneCampaign: "Game of War"Agency: Untitled WorldwideExecutive Creative Director: Eric CosperCreative Director, Writer: David Lewis KennedyCreative Director, Art Director: Kevin KaminishiCopywriter: Duc NguyenArt Director: Tony CostelloHead of Production: Nik TraxlerAssociate Producer: Alyssa GuzmanHead of Account Service: Marianne Pizzi-JansenPlanning Director: Veda PartaloFounding Partner: M.T. CarneyProduction Company, LA: Anonymous ContentProduction Company, Slovenia: Division ProductionsDirector: Gary ShoreExecutive Producer: Jeff BaronDirector of Photography: John SchwartzmanLine Producer: Nadine BrownEditorial: Cosmo Street Editorial/Trim EditorialPost Producer: Anne LaiEditor: Paul HardcastleAssistant Editor: Elise ButtVFX: Method StudiosSnr. VFX Supervisor: Benjamin WalshVFX Producer: Lisa GoldbergCG Supervisor: Brian BurkeCompositing Supervisor: Ian HollandCompositing Supervisor: Brandon NelsonAnimation Supervisor: Keith RobertsExecutive Producer: Stephanie GilgarTelecine: Company 3Colorist: Stefan SonnenfeldMusic: Echo LabComposer: Gavin LittleMix: Heard CitySound Designer: Evan MangiameleLogo Animation: Devastudios Inc