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To promote the launch of the Mass Effect 3 game, Electronic Arts has rolled out an international TV and online campaign, created by DraftFCB in San Francisco.

"Fight for everything" is about the potential end of humanity and the threat of losing everything.

The work was written by Will Decher and art directed by Alyssa Collis. The spot was filmed in Prague by the director Reynald Gresset  through Caviar Content.