PC version not loading

Bought and downloaded through the EA app (Origin). I tried "repair" twice, uninstalled, reinstalled, repaired a third time and still nothing. I can hear it loading (pop, pop, pop, groan), but the screen doesn't come up at all. Not the black and white EA logo, not the loading screen, nothing. It stays minimized to the task bar and just shows a  blank square on mouseover. When I select "close window" I get the Origin pop up saying game is already loaded, but it's not.