Back in September, Star Wars introduced its megamillion-dollar line of Rogue One toys with four stop-motion videos directed by Tucker Barrie and Dan MacKenzie, who worked on Charlie Kaufman's Academy Award-nominated film Anomalisa. The campaign ran on the Star Wars YouTube channel and was a collaboration between Disney's Lucasfilm and creative network Tongal. It also kicked off a global competition that asked fans to share their "rogue stories" and win a trip to Rogue One's December premiere at the Presidio in San Francisco. (You can see the winners of that contest here.) AdFreak caught up with Barrie to ask him about the making of the videos. See the videos here, and scroll below for our Q&A:
For the second time in as many years, a new Star Wars movie is hitting theaters. This time it's Rogue One: A Star Wars Story, which is striving for a more awkward title than even the prequel trilogy accomplished. The movie's story is … well … it's basically the one told in the opening crawl of the original Star Wars, the one we all started calling Episode IV or "A New Hope" just in the last 15 years or so. Felicity Jones plays Jyn Erso, the daughter of the man who helped design the Death Star, the technical terror that's part of the Empire's master plan to solidify its rule over countless planets. Jyn is a bit of a hellraiser who's recruited by the Rebel Alliance to help steal the plans for the ultimate weapon in the universe. So, she and a ragtag bunch of Rebels go undercover to try to uncover the space station's weak spots. The movie has received a big campaign, with a handful of trailers and plenty of TV spots that show Jyn and her multicultural crew, as well as Ben Mendelsohn as Orsen Kerrick, the Imperial officer they're hoping to foil—and a few hints at involvement by Darth Vader himself. There have also been significant efforts from a core group of five companies who signed on as promotional partners and who have used the movie as a springboard for their own efforts. Let's take a look at what they've been doing:
When a kid wants to wear the same thing to school every day, there's always a reason. And that reason is rarely something easy to put into words. Is it comfort? Security? A desire to stand out—or hide in plain sight? You'll find these questions spinning through your head as you try to unravel this touching ad from Globe Telecom in the Philippines, where the brand officially partnered with Rogue One: A Star Wars Story for a campaign called #CreateCourage. The ad tells the story of a child going to school each day in a stormtrooper helmet, often escorted by a supportive older brother. But of course, I don't want to spoil the reveal, so give it a watch:
A week before Thanksgiving, dozens of sharply dressed young men and women began arriving at Taco Bell's headquarters for the fourth annual Friendsgiving feast, which included rolled turkey tacos and turkey-and-stuffing-filled "Golden Quesalupas." While the event is usually exclusive to social media influencers and celebrities, this year,
Here's the latest example of Twitter being everywhere in the media: The microblogging platform has teamed up with Disney and National CineMedia, which is in 1,600 theaters, to show tweets about the upcoming Rogue One: A Star Wars Story.
A long time ago, in a hospital far, far away … Duracell returns to the Star Wars universe today, launching a holiday-themed tie-in to Rogue One: A Star Wars Story ahead of that film's release in December. The 60-second spot plays off Duracell's holiday donation of 1 million batteries to power toys at 147 Children's Network Miracle Hospitals nationwide.
Here we are, about two months out from the release of a new Star Wars movie, Rogue One: A Star Wars Story. It's safe to assume at least a decent percentage of you are waiting anxiously to head to theaters and journey once more to a galaxy far, far away. But the marketing and advertising for the movie has faced, and will continue to face, some interesting challenges that haven't been in front of previous movies.
There is much to find familiar in Rogue One, the upcoming Star Wars spinoff, but there is also a tone that's totally new to the series. The story clearly has frequent refrains we've seen in the series—children working against their parents, a scrappy group of infiltrators taking on impossible odds, and the idea that all roads lead back to Darth Vader. But with the release of the movie's new (and reportedly final) trailer, one that finally shares the true essence of the plot and character motivations, we see yet again that Rogue One will have a grit and intensity that's rarely been found in the cinematic world of Star Wars:
With most Star Wars trailers, the challenge is to build excitement without spoiling too much of the story. But a bigger challenge is creating a trailer that tells an entire story unto itself.
Star Wars isn't just a series of movies. It's a way of life. In a new minute-long ad from Target, a girl testifies to modeling her behavior on Princess Leia, a mother takes parenting cues from Yoda, and a teacher uses George Lucas' Shakespeare-influenced story lines to engage students in the Bard's own works.