The Project
BATTLEFIELD 6:Destruction Receipts
‘Battlefield’ is one of video gaming’s most iconic franchises, and at its peak, rivalled Call of Duty for first-person shooter (FPS) dominance. However, recent titles had failed to hit the mark with players and underperformed in sales, leading to high stakes for the release of Battlefield 6. With big ambitions to reclaim FPS leadership and earn the title of biggest game release of 2025, Battlefield 6 desperately needed to win back fans who had lost faith in the franchise.
The Plan
Leveraging the ‘show me the receipts’ mentality of social media, we created Destruction Receipts, a unique AI system that turned in-game destruction into a personalized “receipt,” itemizing the cost of every single item in the explosive new world of Battlefield 6. Whenever a player destroyed objects in the game and shared footage of their gameplay online, our AI system calculated every dollar of damage and sent them a “Destruction Receipt” to share online and brag about their total damage caused, with the literal receipts to prove it.
In order to create our AI system, we first trained a vision model on Battlefield’s own internal map environments to recognize anything that could be destroyed during gameplay. We deployed seven specialized AI agents to process each clip of footage. Our AI didn’t simply spot damage—it differentiated between light damage, heavy damage, and total destruction. It needed to be able to tell the difference between existing destruction and what a player actually caused.
To make our Destruction Receipts as accurate as possible, we employed demolition expert and architect Carlos Diemer, who assessed the realistic values of every destructible object found in the game’s playable maps. We also leveraged him in our social content to grab fans and deliver a heightened sense of legitimacy to our Destruction Receipts campaign.
What kept player excitement high was providing moments of personal impact to share online, knowing every player likes to brag that they're the ones doing the most damage.
As Destruction Receipts went live, players immediately started competing to generate the biggest receipt to get to the top of our leaderboards. We kept them engaged with content including unique game skins that unlocked when a certain dollar amount of damage was achieved, and immortalized the top 3 players by engraving their winning receipts in gold, silver, and bronze Destruction Receipt trophies, along with personalized letters signed by the game’s creators.
The Impact
253 million
impressions
374 thousand
engagements
327 thousand
unique visits to the site
Destruction Receipts literally destroyed all expectations, earning over 253 million impressions, 374 thousand engagements, and 327 thousand unique visits to site, while fans used our hashtag over 15 thousand times. Players racked up $196 billion worth of in-game damage and uploaded 166 hours of gameplay footage. Basically an entire week's worth of free advertising. But maybe the best stat of all, Destruction Receipts helped Battlefield 6 outsell Call of Duty for the first time ever, being heralded as the best selling AAA game of 2025, and we have the receipts to prove it.
Credits
Internal
Global Chief Executive Officer - Marie-Lise Campeau
President & Chief Creative Officer, North America - Johan Vakidis
Chief Creative Officer - Ali Stewart
Executive Creative Director - Matt Fraracci
Creative Director - Tim Zimmerman, Alex Bird, Alex Pellerin
Art Director - Tim Zimmerman, Alex Pellerin, Brennen Robinson
Copywriter - Alex Bird, Osman Rahmani, Andrea Cousineau
Head of Content - Jennifer Stack
Senior Content Creator -Erik Jorgensen
Content Creator - Gohar Salim
EVP, Client Partnerships, North America - Marianne Pizzi
Account Director - Yash Keough
Account Executive - Emma Tesch
VP, Head of Strategy, North America - Shereen Ladha
Group Strategy Director, Head of Strategy - Jean-Claude Kikongi
Senior Strategist - Nico Wlock
Strategist - Nicolas Dumitru
Strategy Analyst - Barbara Scheed
Head of Production - Jen Mete, Carolyne Goyette
Senior Producer - Sara Teasdale, Lauren Sloan
Production Coordinator - Tofunmi Awonaike, Emma Rozenblum
EVP, Innovation, Digital & Strategy - Yanick Bedard
VP, Digital Production - Ti-Leng Thang
CD & Innovation Lead, Digital Design - Jean-Francois Lavigne
Technical Director - Pascal St-Laurent
Senior Full Stack Developer - Louis Jutras
Lead Full Stack Developer - Maxime Gagne
Front End Technical Lead - Maxime Daoust
Lead Creative Developer - Patrick F. Mayer
Front End Developer - Jean-Philippe Robin
Senior Director - Pier-Luc Beaulieu
Senior Project Manager - Anne Simard
IT Tech - Simon Perras-Dyotte
UX Designer - Sophie LeBlanc
Production Designer - Tim Yule
Motion Designer - Noah Dauphinais
Assistant Editor - Hugo Dumas
QA Specialist - Mensada Brkan
Head of Resourcing - Kyra Cohen
Senior Creative Services Manager - Justin Hewitt
Social Media Associate, EA - Adam Buchwald
SVP, Entertainment Marketing & Publishing - Anthony Stevenson
Senior Director, Global Brand - Battlefield - Kyle Peterson
Director Brand Marketing - Battlefield - Shane Needham
Senior Brand Marketing Manager - Battlefield - Edgar Gamez
Executive Producer - Jenna Edwards
Additional / Client & External Contributors
VP, Global Communications - Tracey Thompson
Global Senior Director, Integrated Communications - Battlefield - Andy McNamara
Senior Director of Community & Social Media - Matt Grandstaff
Senior Manager, Social Media - Battlefield Franchise - Parker West
Manager, Social Media - Battlefield Franchise - Peter Sakhnini
Manager of Social Media Content Creation - Battlefield - Tyler McAndrew
Social Media Content Creator - Davis Bueltmann
Social Media Content Creator - Josh Fox
Executive Producer - Tristan Tran
Director of Photography - Zachary Koski
Set Designer - Caitlin Doherty
Practical SFX - Ian Perchree
Editor - Steve Puhach
Assistant Editor - Jack Considine
Colourist - Yuri Cabrera
Producer - Melody Chan
VFX Artist - James Andrews
VFX Artist - Jonny Ames
Executive Producer - Airees Angellakis
Creative Director - Dustin Anstey
Sound Designer - Kevin Chamberlain
Executive Producer - Kat Stewart
Engineer - Julian Rudd