Coming off of the success of our “Jump Ahead” film for E3, Microsoft and Ayzenberg decided to reunite the band and create another hit. This time, we were challenged to build on the momentum generated by the original film and turn it into a rousing holiday spot– rallying gamers around the greatest games lineup in Xbox history.
The Challenge
To create a spot that won over the hearts and minds of fans, creative director, Matthew Encina, had to come up with a solution that addressed the key objectives of this holiday campaign:
1. Highlight Xbox’s holiday lineup
2. Incorporate gameplay footage
3. Develop imagery in a similar visual style to the original E3 film
2. Incorporate gameplay footage
3. Develop imagery in a similar visual style to the original E3 film
The Concept
To make an emotional connection between gamers and their favorite characters, we focused on creating dramatic moments that encompassed the spirit and themes of each game. Using our take on a double-exposure technique, we designed compelling scenes that juxtaposed each character against their internal and external conflicts. With this approach, we were able to express what made each character great– their determination through adversity.
The Results
The result was the perfect blend of design, 3d animation, and editorial. Paired with a haunting music track and the voice over of Master Chief, Lara Croft, Marcus Fenix, and Spartan Locke, inspiring gamers to take the leap, and jump ahead.
Client
Client: Microsoft Xbox
Agency: Ayzenberg
Creatives: Craig McNary (Global Integrated Marketing, Microsoft Devices and Studios), Gary Goodman (Creative Director, Ayzenberg), Matt Bretz (Creative Director, Ayzenberg), Charles Quinio (Editor, Ayzenberg)
Producer: Mehera Bey (Producer, Ayzenberg), Tara Cheitlin (Associate Producer, Ayzenberg)
Agency: Ayzenberg
Creatives: Craig McNary (Global Integrated Marketing, Microsoft Devices and Studios), Gary Goodman (Creative Director, Ayzenberg), Matt Bretz (Creative Director, Ayzenberg), Charles Quinio (Editor, Ayzenberg)
Producer: Mehera Bey (Producer, Ayzenberg), Tara Cheitlin (Associate Producer, Ayzenberg)
Credits
Executive Creative Director: Chris Do
Production Company: Blind
Creative Director: Matthew Encina
Executive Producer: Tobin Kirk
Post Producer: Scott Rothstein (Producer), Jacklyn Ramirez (Junior Producer)
Designers: Joshua Harvey, Paul Kim, Peter Pace, Peter Jay Lee
3D Animators: Craig Christian, John Robson, Ivan Cruz, Noah Rappaport, Gabriel Valente, Shawn Kim, Richard DeForno, Michael Ko, Erick Molina, Sarah Wolfe, Digital Domain (select Tomb Raider shots)
Compositors: Craig Christian, John Robson, Ivan Cruz, Noah Rappaport, Gabriel Valente, Shawn Kim, Michael Ko, Lin Wilde (Colorist)
Storyboard Artist: Karen Wang, Ben Kendall, Brian Cho
Matte Painters: Peter Pace
Editor: Matthew Encina
Music: Hans Zimmer
Production Company: Blind
Creative Director: Matthew Encina
Executive Producer: Tobin Kirk
Post Producer: Scott Rothstein (Producer), Jacklyn Ramirez (Junior Producer)
Designers: Joshua Harvey, Paul Kim, Peter Pace, Peter Jay Lee
3D Animators: Craig Christian, John Robson, Ivan Cruz, Noah Rappaport, Gabriel Valente, Shawn Kim, Richard DeForno, Michael Ko, Erick Molina, Sarah Wolfe, Digital Domain (select Tomb Raider shots)
Compositors: Craig Christian, John Robson, Ivan Cruz, Noah Rappaport, Gabriel Valente, Shawn Kim, Michael Ko, Lin Wilde (Colorist)
Storyboard Artist: Karen Wang, Ben Kendall, Brian Cho
Matte Painters: Peter Pace
Editor: Matthew Encina
Music: Hans Zimmer
Tools
Software: Photoshop, After Effects, Maya, C4d, Nuke
