EA’s skate. franchise has dropped back into the gaming world and Uncommon Creative Studio is amping up the welcome for the franchise’s first major game release in over 15 years with Drop In, a love letter to the skate community created by Uncommon Creative Studio.
Set in San Vansterdam, a sprawling world built for discovery, play, and self-expression, skate. is a multiplayer skateboarding destination shaped by and for its players. From rooftop ramps to abandoned churches-turned-skate parks, the city is a playground of pure possibility. Four distinct districts–Hedgemont, Gullcrest, Market Mile, and Brickswich–each bring their own personality, grit, and skateable flow.
From broken bones to unexpected enthusiasts, Drop In’s commitment to the skate community extended to every element of production – street casting 100 local skaters (zero actors), filming on skateboards thanks to skater and DP Sirus Gahan, building skate parks in previously unskateable spaces, and dropping skate ramps from the sky using cranes. The production was part shoot and equal part celebration.
The campaign launches as anticipation for the game hits new highs, with over 1 million sign-ups ahead of Early Access–the biggest in EA’s history.
Drop In begins with a raw, high-energy film shot on location in Mexico City, welcoming people to the world of skate. where anyone can skate anything, nobody gets hurt, and the only rule is that there aren’t any. The film features standout talent like Ishod Wair, Atiba Jefferson, Yurin Fuji, Jerry Hsu, David Gravette, Kiki Kakitani, Sean Malto, Breana Geering, Alfie Mills, Jackie Michel, Brayan Coria and more, and blends the craft and cool factor of classic skate videos, with the electric freedom and surreal action that only skate. can bring.
“From the start, we’ve committed ourselves to building a great experience alongside our passionate community,” stated Jeff Seamster, head of creative on skate. “skate. is a space to create, connect, and push the limits of play–whether you’re a lifelong fan or just learning to drop in. Today’s launch is a huge step in that journey, and we’re just getting started.”
The full launch campaign covers TV, social, console, and beyond – designed to meet players wherever they are.
“Drop In is a celebration of the skate community past, present, and future,” said Sam Shepherd, chief creative officer at Uncommon. “It’s about capturing the energy of stepping into a session and becoming part of something bigger. With skate., we’re not just reviving a franchise, we’re building a platform shaped by the players who kept it alive. This campaign is for them.”
This latest collaboration continues Uncommon’s long-standing partnership with EA, following standout moments like the 2023 rebrand of EA FC, described by the BBC as “the biggest rebrand in entertainment history”.
Credits:
Client: EA Skate
Creative Studio: Uncommon Creative Studio
Directors: The Sacred Egg
Production Company: Riff Raff
Service company: The Lift
DOP: Harry Wheeler
2nd Unit DOP: Sirus Gahan
Editorial Company: Final Cut
Editor: Sam Bould
Music: Lonsdale Slipons by The Bug Club
Sound: Wave
Colourist: Jason Wallis at Electric Theatre Collective
VFX: Electric Theatre Collective
