Getting EA’s Dead Space 2 to stand out from hundreds of other violent, graphic video games wasn’t going to be easy. How could we get the attention of a generation of cynical gamers who have seen it all? The solution was simple. We didn’t show them the game. We showed it to their moms. Because we had a simple idea based on thousands of years of human history: if moms hate something, 18-year-olds are going to love it. Using hidden cameras, an interrotron camera, and a nondescript focus group facility, we secretly filmed 200 real moms reacting to the worst Dead Space 2 had to offer. They didn't know what they were going to see.

We only told them to be completely honest. Mom after mom expressed objection, disgust, and hatred of the game’s content. And with that, the campaign was born. This video featured b-roll footage of the entire production, giving the audience a peek behind the two-way-mirror.