• by Fern Siegel , August 30, 2024

Chace Crawford is known for his roles in "Gossip Girl" and "The Boys." But he’s got a new gig: playing a hero shooter for Apex Legends games.

Crawford and his men re-enact an in-game battle on stage, reminding players that “legendary stories are everywhere.”

The “Run-It-Backs” campaign targets both fans and new players, inviting them to find the fun in shared experiences — in and out of the game. The work is the first under the company’s new brand platform: Legendary from the Drop.

The new platform has a rejiggered focus: Rather than just chase a win, squads find excitement even when victory eludes them.

This is Battery's first brand work for Apex Legends. The agency handles integrated ad efforts, including paid media campaign assets, social media and brand activations.

The campaign was directed by Renny Maslow and produced by creative content company Chromista. 

Philip Khosid, Chief Creative Officer, Battery, said: “It’s our mission to keep Apex at the forefront of its industry by playing into their original experience that made them a fan-favorite game for all. We are excited to cement Apex Legends as the generational FPS title that extends beyond the battle royale.”

Apex Legends is a free-to-play battle royale-hero shooter game published by Electronic Arts.

Battery’s client list includes Royal Bank of Canada, Warner Bros. Games and Gran Coramino Tequila.