Instead of making a live action trailer for Insomniac Games’ Sunset Drive for Xbox, twofifteenmccann created a fictional behind-the-scenes take on an attempt to film a trailer for “The Un-Filmable Game.”
The “Rules are Meant to be Exploded” marketing campaign for the title began all the way back in June, including a giant, interactive balloon of character Fizzie at E3. Fizzie is around for this effort, repeating a profanity-laced line at the end of the spot (visitors are asked to enter their date of birth before viewing). The ad promotes the game as too intense for a live action trailer (which has become something of the default for big game releases) as it parodies an attempt to make one for the game in which everything goes wrong, off-screen. It’s kind of a clever approach, and even finds a unique way to incorporate gameplay footage, but, unfortunately, it’s just too long for its own good, with the full-length online version clocking in at almost four and a half minutes. A 2:30 version will air tomorrow on Adult Swim’s Robot Chicken, and the integrated campaign will continue through the game’s October 28th release and beyond.
Credits:
Film Title: “The Un-Filmable Game”
Game Title/Product: Sunset Overdrive
Client: Xbox
Agency: twofifteenmccann
Chief Creative Officer: Scott Duchon
Art Director: Tor Kologlu
ACD/Copywriter: Neil Bruce
Senior Producer: Brandon Romer
Director of Integrated Production: Alex Spahr
Business Director: Peter Goldstein
Account Management Supervisor: Nathan Shamban
Account Executive: Niko DeMordaunt
Production Company: MJZ
Director: Tom Kuntz
Executive Producer: Scott Howard
Line Producer: Emily Skinner
Director of Photography: Chris Soos
Production Designer: Jahmin Assa
Editorial Company: Mackenzie Cutler
Editor: Gavin Cutler
Assistant Editor: Brendan Hogan
Executive Producer: Sasha Hirschfield
VFX Studio: Eight VFX
VFX Supervisor: Jean Marc Demmer
VFX Producer: Michael Shores
Compositors: Vincent Blin, Joe Chiao
FX Artist: Yu Fujji
Roto Artist: Marianne Magne
VFX Coordinator: Evan Kantor
Executive Producer: Baptiste Andrieux, Shira Boardman
End Title Sequence: Gentleman Scholar
Sound Design: Brian Emrich; Sam Shaffer, Mackenzie Cutler
Mixing Studio: Lime Studios
Mixer: Rohan Young
Assistant: Jeff Malen