Hasta La Creative!

72andSunny was tasked with creating a trailer for Guitar Hero Live, the first new entry in the Guitar Hero franchise in five years, and aimed with actually putting viewers in the action.

Following a nod to Spinal Tap-esque backstage shenanigans, “It’s About To Get Real,” which is shot to give viewers a first-person perspective, puts the viewer right on stage in front of a live crowd. Created using additional footage shot with director Giorgio Testi and co-director Jamie Jackson from the live action shoots used for the game, the trailer assures viewers “This isn’t what it ‘feels like’ to play the new Guitar Hero. This is the new Guitar Hero.” Viewers are treated to the kind of audience reactions gamers can expect when they perform poorly in the game (We’re not sure why someone would bring a sign reading “You Suck” to a concert they payed to attend, but there you have it) before giving them a taste of what it’s like when things go right. At the end of the spot, 72andSunny introduces the game’s two modes, GH Live, which viewers have already experienced, and GHTV, which lets you play along with a continually updated library of music videos. The trailer should definitely get Guitar Hero fans psyched for the game’s fall release, as it gives viewers an idea of the kind of radical changes they can expect from the series following its long absence.

“The creative center of both Guitar Hero Live and the trailer for the game is about bringing to life the visceral thrill and terror of being up there in front of thousands of people,” said Tim Ellis, chief marketing officer of Activision Publishing.

Credits:

Client: Activision Publishing
Product: Guitar Hero Reveal Trailer
Title: It’s About to Get Real

Activision
Chief Executive Officer Activision Publishing:  Eric Hirshberg
Chief Marketing Officer Activision Publishing:  Tim Ellis
VP of Global Brand Marketing, Head of Digital:  Jonathan Anastas
Consumer Marketing Manager: Orlando Baeza
Consumer Marketing Manager: Karen Starr

72andSunny
Partner, Chief Creative Officer: Glenn Cole
Partner, Chief Strategy Officer: Matt Jarvis
Group Creative Director: Frank Hahn
Creative Director/Writer: Tim Wolfe
Creative Director/Designer: Peter Vattanatham,
Lead Designer: Garret Jones
Lead Writer: Evan Brown
Designer: Ryan Dols
Writer: Jack Lagomarsino
Director of Film Production: Sam Baerwald
Film Producer: Kara Fromhart
Business Affairs Director: Amy Jacobsen
Business Affairs Manager: Kelly Ventrelli
Junior Business Affairs Manager: Amy Shah
Group Brand Director: Mike Parseghian
Brand Director: Torie Gleicher
Brand Coordinator: Laura Black
Group Strategy Director: Bryan Smith
Group Strategy Director: John Graham

Production Company – Pulse Films UK
Director: Giorgio Testi
Co-Director: Jamie Jackson of Freestyle Games
Director of Production: Claire Wingate
Line Producers: John Bannister & Isabel Davis

Game Developer – Freestyle Games
Jamie Jackson – Co-Director (co-director under Production and Creative Director under FSG)
Jonathan Napier – Projects Director
Mike Rutter – Art Manager
Joel Davey – Producer
Gareth Morrison – Assistant Art Director
Andy Grier – Lead Audio Designer
Jon Newman – Senior Audio Designer
Mike McLafferty – Audio Designer / Licensed Equipment Liaisons
Neil Watts – Lead Animator
Jason Pickthall – Lead Concept Artist
Phil Bale – Lead Environment Artist
Pete Nicholson – Lead Character Artist
David Moulder – Lead Technical Artist
Neil Dodd – Lead UI Artist

Editorial – Spotwelders
Editor: Robert Duffy
Assistant Editor: Sophie Kornberg
Executive Producer: Carolina Sanborn
Producer: Lisa English

Game CG & VFX- Framestore UK
Pedro Sabrosa – VFX supervisor
Alan Woods – CG supervisor
Russell – Horth – Compositing supervisor
Kate Windibank – Compositing supervisor
Robin Reyer – Lead Technical Director
Liz Oliver – Senior Producer
Helen Kok – Line Producer

Color Grade – Framestore UK
Colorist: Edwin Metternich

VFX & Online Finishing – Framestore LA
Executive Producer: James Razzall
Senior Producer: James Alexander
Production Manager: Eric Kimelton
Flame Artist US: Bruno De la Calva

Sound Design – Human
Sound designer: Gareth Williams
Producer: Jonathan Sanford

Audio Mix – Lime Studios
Executive Producer: Susie Boyajan & Jessica Locke
Engineer: Zac Fisher
Assistant engineer: Kevin McAlpine

Logo Mnemonic Animation – Blind
Tobin Kirk – Executive Producer
Amy Knerl – Head of Production
Greg Gunn – Creative Director
Scott Rothstein – Producer
Daniel Zhang – Animator
Shawn Kim – Animator
Henry Pak – Animator
Ash Wagers – Compositor
Lawrence Wyatt – Designer
Ayla Kim – Designer

Logo Mnemonic Sound Design – Barking Owl
Sound Designer: Michael Anastasi
Head of Production: Whitney Fromholtz
Creative Director: Kelly Bayett

Mother New York introduces Anheuser-Busch InBev’s new Oculto, a lager 6 percent ABV lager aged in tequila barrels, with a 30-second online spot.

The ad, directed by Prettybird’s Melina Matsoukas aims to give the beer an air of mystery. It opens on a masked woman turning around to place a mask on someone behind her, shot in first-person to give the impression that she’s placing it on the viewer. She opens a curtain to reveal a sort of strange costume party, where everyone holds up their Occulto for the camera to see. Text reading “Put on the mask” appears onscreen, followed by a long close-up of the beer and “Let the secrets begin.”

The new brand, which made its debut last month, will see further marketing efforts including print, social media and outdoor, with a focus on the Miami market. Harris Rabin, vice president of global marketing on new brands at A-B InBev, told Adweek the brand is targeting “21- to 34-year-olds who are ambitious, free-sprited and ‘love the idea of a mashup.’”

It’s interesting to note that while A-B InBev’s marketing for its flagship brand Budweiser continues to troll hipsters and mock microbreweries (even while A-B InBev buys as many of these breweries as it can get its hands on), its latest brand borrows from the craft beer trend of barrel aging.

O músico e comediante esteve no Brasil para gravar um curta sobre a cidade

> LEIA MAIS: Reggie Watts apresenta Brasília, a Cidade do Futuro

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If you ever felt the need to visit the Van Gogh Museum or take a canal tour, then you may be interested in this ongoing campaign from DUMBO/Brooklyn-based shop Mustache, which has already claimed that “everything is hip” in Holland.

Mustache, joining forces with the Holland Marketing Alliance, aims to exemplify “De Holland” by demonstrating that this Euro hub’s culture goes well beyond the coffee shops and red light district of Amsterdam (despite that recent 180 Amsterdam campaign).

Mustache continues its three-year relationship with HMA by targeting Millennials in a campaign that also promotes air carrier KLM and Amsterdam Airport Schiphol (among others) along the way.

Clothing manufacturer Duluth Trading Co. apologized to Eagles frontman Don Henley, ending a dispute that began last fall when the Wisconsin-based company used the artist’s fame to sell shirts without his permission.

The company sent an email ad last October for a sale that read, “Don a henley and take it easy,” a reference to The Eagles’ hit song. Shortly after, Mr. Henley accused the company of exploiting his fame and possibly tricking people into thinking he endorsed the shirts. He filed a lawsuit in California district court charging that the use of his first and last name, which he trademarked, violated intellectual property laws.

The case was settled in court on Tuesday, April 14 and the company issued an apology on its website. “We pushed the advertising envelope too far…,” the company said. “We are deeply regretful and we apologize, not just to Mr. Henley, but to anyone else who took offense.”

Continue reading at AdAge.com

Esqueça a tela plana do seu iPad e comece a sonhar com o 3D

> LEIA MAIS: Um protótipo de interface 3D tátil do futuro

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Category: Beyond Madison Avenue
Summary: We love competition, especially when it comes between two iconic brands like Coca-Cola and Pepsi.

These two brands, going after the marketplace since the 1880s, have plenty of wins and losses in terms in market strategy to fill marketing classes with case studies. In the classes we teach, we show a documentary about how these two brands have stood the tests of time and of advertising.