Um dos games mais baixados em 2013, Clash of the Clans finalmente estreou seu primeiro comercial, com criação da Barton F. Graf 9000, de Nova York. Lançada no finalzinho de 2013, a animação produzida com maestria pela Psyop já ultrapassou os 15 milhões de views no YouTube.
Para que o comercial ficasse o mais próximo possível do game em si – e desta forma não decepcionar os fãs do jogo, o diretor Fletcher Moules uniu sua equipe aos game designers da Supercell, criadora do Clash of the Clans. O resultado é uma sequência divertida e envolvente, com um visual de encher os olhos.
Mountain Dew's "Living Portraits" series is one of the most innovative and intricate short-form campaigns of the year. Who'd've thunk it, especially after the brand's high-profile ad missteps a few months ago? Created by BBDO and Psyop, each 30-second "Living Portrait" spotlights a different Dew endorser—Nascar driver Dale Earnhardt Jr., skateboarder Paul Rodriguez and snowboarder Danny Davis. Fun, freaky symbolism is used to capture the essence of each and, for lack of a better term, mythologize their lives. The spots all take a similar approach, with the endorsers seated on stylized thrones and the shot slowly pulling back to reveal bedazzling details.
Davis sits on ornately sculptured ice, slurping Dew and strumming a guitar. The camera pulls back to reveal a wintry jam session with members of his crew, the ice sculptor, birds of prey and wolves in attendance. A yeti plays drums. Snowboarders soar in a rainbow sky. A cute, briefcase-sized eyeball lounges by the fire, diggin' Danny's vibes.
Components move at different speeds, mixing 3-D layering and 2-D animation with live action and matte effects. Yet there's no discord, and the elements combine to create harmonious representations of the endorsers' lives and achievements.
Fans can visit Mountain Dew's website to unlock the secrets behind each portrait's imagery. The outsized eyeball in Davis's spot refers to FrendsVision, where the snowboarder and his crew share information about the Frends brand and disseminate clips of themselves "performing skits, snowboarding, playing music and entertaining the public the best way they know how." So, basically, the eye opens onto another ad. I didn't see that coming.
And we learn that the crew is jamming around a "peace fire," because "Danny lives his life preaching peace." That's a bit precious for me—sounds like an overblown piece of you know what—and I wonder if perhaps the symbols should have been left unexplained, adding to the mystery, allowing fans to debate their deeper meaning.
The yeti's presence isn't explained at all! Smelling a Pulitzer, I sent an email, and a rep for Mountain Dew parent PepsiCo explained: "The Yeti was included as it's part of mountain folklore." Rock on, noble yeti! That furry dude really keeps the beat.
Jack Daniel’s Tennessee Honey Whiskey has been repped by King Bee for a while now, with the insect always fiercely flying, always backed by rock and roll. In the latest spot, King Bee is followed by his swarm, representing the followers the brand has gained in the last year.
Pre-released on Twitter and Facebook, “Swarm” amassed over 10 million impressions before launching on TV. Though it was apparently carefully calibrated to get the right lighting and “a gritty feeling” (essential for any American whiskey brand), the spot’s not exactly rife with excitement or engagement. It works for exactly 30 seconds, though, and with the accompanying copywriting- “Like any good night out, things get interesting when there’s a swarm.” and “Fly straight. Drink responsibly,” King Bee and his crew get get an A for effort.
I'm not sure what I was expecting from a retro gaming remake about Nazi robot armies, but this trailer surely isn’t it. (And that's a good thing.) Agency AKQA and production house Psyop have created a slick, compelling and enigmatically dark preview of Wolfenstein: The New Order, scheduled for release later this year. Wolfenstein is one of the oldest franchises in gaming, dating back to Castle Wolfenstein in 1981. Its most famous installment, 1992’s Wolfenstein 3D, allowed you to kill Hitler while he stomped around in a robotic suit, which was about as enjoyable as it was ridiculous. In the trailer below, though, we see a much darker and more ominous take on the Nazi robot, which is apparently the Reich’s foot soldier of choice in this alternate history’s 1960. The 100-second teaser clip is definitely a fine piece of commercial cinematography, but I remain skeptical that the new Wolfenstein—or any game about a guy shooting giant, goose-stepping robots—can live up to this level of gravity.
CREDITS
Client: Bethesda Softworks Agency: AKQA Michael Powell – Creative Director Akira Takahashi – Creative Director Ed Davis – Account Director Paul Chang – Senior Account Executive Andy Haynes – Senior Motion Designer
Production Company: Psyop Jon Saunders – Creative Director Lucia Grillo – Executive Producer Jen Cadic – Producer Jon Saunders – Designer Edward Laag – Designer Kenesha Sneed – Designer Ram Bhat – Designer Cass Vanini – Editor Robin Nishio – Storyboard Artist Eban Byrne – Lead Technical Director Pat Porter – Animation Kitty Lin – Animation Eric Chou – Animation Dan Fine – Modeling Bryan Eck – Modeling Jordan Harvey – Modeling Zed Bennett – Rigging Eban Byrne – VFX Fabio Piparo – VFX Jonah Friedman – Lighting Andy Gilbert – Lighting Keith Kim – Lighting Oliver Castle – Lighting Andy Hara – Lighting Brandi Diminio – Lighting Michelle Ko – Lighting Nick Tanner – Lead Compositor Bo Kim – Compositing Tim Regan – Compositing Tobey Lindback – Compositing Nick Tanner – Flame Artist
Music Production Company: COPILOT Strategic Music + Sound Jason Menkes – Music Producer Ravi Krishnaswami – Music Arranger
Sound Design Company: Defacto Sound Dallas Taylor – Sound Designer Ken McGill – Sound Designer Samson Neslund – Sound Designer
Psyop takes you into the life of Kevin Garnett in their latest spot for HP via Goodby, Silverstein & Partners.
Credits:
Client: HP
Spot Title: “Kevin Garnett All-Arounder”
Agency: Goodby, Silverstein & Partners
Co-Chairman, Creative Director: Rich Silverstein
Creative Director: Steve Simpson
Creative Director: Will McGinness
Senior Art Director: Dino Spadavecchia
Senior Copywriter: Alex Flint
Producer: Todd Porter
Assistant Producers: Christine Oh, Jessica Mehl
Group Account Director: John Coyne
Account Director: Melissa Nelson
Account Manager: Nick Pacelli
Production Company: Psyop
Director: Psyop
Psyop Creative Directors: Todd Mueller, Kylie Matulick
Executive Producer: Neysa Horsburgh
Live Action Producer: Michael Angelos
Director of Photography: Max Malkin
Production Designer: Floyd Albee
Design/Animation/Visual Effects: Psyop
Psyop Creative Directors: Todd Mueller, Kylie Matulick
Executive Producer: Neysa Horsburgh
Producer: Kim Wildenburg
Lead Technical Directors: David Chontos, Kyle Cassidy
Designers: Alex Hanson & Joseph Chan
3D Artists: Terry Shigemitsu, Petrik Watson, Todd Akita, Colin Cromwell, Yvain Gnebro, Joon Seong Lee, Stefano Dubay
Flame: Alex Kolasinski & Chris DeCristo
Compositor: Shawn Berry
Editor: Patrick Griffin, Arcade Edit
Music: The Rumor Mill, Josh Ralph
Sound Design: 740 Sound design, Eddie Kim, Andrew Tracy
Final Mix: Lime, Rohan Young, Joel Waters
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Post originalmente publicado no Brainstorm #9
