Ad of the Day: Led Zeppelin’s ‘Immigrant Song’ Drives Epic Live-Action Trailer for Destiny

72andSunny goes planet hopping with Joseph Kosinski

Headshot of Tim Nudd

Ad agency 72andSunny assembled quite the crew for its latest live-action trailer for an Activision video game—in this case Destiny, a new post-apocalyptic shooter game coming out Tuesday that's set 700 years in the future and features humans struggling to stay alive in a solar system they've colonized.

Joseph Kosinski (Oblivion and Tron:Legacy) directed it, with help from Oscar-winning DP Claudio Miranda (Life of Pi), Oscar-winning effects studio Digital Domain, Oscar-nominated effects studio Legacy Effects and Oscar-winning sound designer Per Hallberg (Skyfall, the Bourne movies).

The results are impressive. It has that now-familiar mix of epic visuals and sly comedy. But once again—as is true in so many cinematic video-game trailers—it's the music that really makes it. And you can't get a much more epic track than Led Zeppelin's "Immigrant Song."

Kosinski, of course, knows this, having directed the famous "Mad World" spot for Gears of War way back when. Kosinski also likes to shoot as much as possible in camera—and did so here by traveling to remote locations in Mexico, Arizona and Utah to film the scenes on the moon, Venus and Mars.

Oh, and the levitating AI character of the Ghost is voiced by Peter Dinklage (Game of Thrones), who plays the same character in the game.

"The live-action trailer is the culmination of an ambitious marketing campaign befitting what we hope is our next blockbuster franchise," says Activision CMO Tim Ellis. "The campaign has included a previous live-action commercial by Jon Favreau, a Beta played by 4.6 million people, the first selfie sent into deep space, the first Newsweek special edition for a commercial product, gameplay trailers exploring Mars, Venus and the Moon, and Destiny Planet View, a chance to walk through these worlds using Google Street View—the first time a video game has been mapped using Google technologies."

Check out the Destiny Planet View site here, and the trailer for it below.


Client: Activision Publishing

Chief Executive Officer: Eric Hirshberg

Chief Marketing Officer: Tim Ellis

Senior Vice President, Consumer Marketing: Todd Harvey

Vice President, Consumer Marketing: Ryan Crosby

Senior Manager, Consumer Marketing: Alonso Velasco

Associate Manager, Consumer Marketing: Pam Caironi

Agency: 72andSunny

Chief Executive Officer: John Boiler

Chief Creative Officer: Glenn Cole

Chief Strategy Officer: Matt Jarvis

Chief Production Officer: Tom Dunlap

Head of Production: Sam Baerwald

Executive Creative Director: Frank Hahn

Creative Director, Writer: Tim Wolfe

Creative Director, Designer: Peter Vattanatham

Lead Designer: Garrett Jones

Copywriter: Ryan Iverson

Art Director: Vincent Barretto

Executive Producer: Dan Ruth

Senior Producer: Eric Rasco

Production Coordinator: Michael Quinones

Group Brand Director: Mike Parseghian

Brand Director: Eli Hoy

Brand Manager: Morgan Murray

Brand Coordinator: Kirbee Fruehe

Business Affairs Director: Amy Jacobsen

Business Affairs Manager: Kelly Ventrelli

Business Affairs Coordinator: Amy Shah

Production Company: Reset Content

Director: Joseph Kosinski

Director of Photography: Claudio Miranda

Managing Director: Dave Morrison

Executive Producer: Jeff McDougall

Producer: Julien Lemaitre

Costumes: Legacy Effects

Effects Supervisor: J. Alan Scott

Key Artists: Vance Hartwell, Anna O' Kane, Marilyn Chaney, Greg Smith, Won Song

Editing Company: Union Editorial/Circus

Editor: Jono Griffith

Assistant Editor: Jedidiah Stuber

Executive Producer, President: Michael Raimondi

Senior Producer: Joe Ross

Visual Effect: Digital Domain

Chief Creative Officer, Senior Visual Effects Supervisor: Eric Barba

Senior Producer: Carla Attanasio

Producer: Charles Bolwell

Senior Visual Effects Coordinator: Alex Michael

Computer Graphics Supervisor: Greg Teegarden

Compositing Supervisor: Dan Akers

Animation Director: Steve Preeg

Effects Lead: Eddie Smith

Computer Graphics Lead: Daisuke Nagae

On-Set, Data Integration: Viki Chan

Art Director/AFX: Cody Williams

President, Advertising and Games: Rich Flier

Executive Producer, Head of Production: Scott Gemmell

Sound Design: Formosa Group

Supervising Sound Editor: Per Hallberg

1st Assistant Sound Editor: Philip D. Morrill

Sound Designers: Ann Scibelli, Jon Title

Mix: Lime

Mixer: Rohan Young

Assistant: Jeff Malen

@nudd Tim Nudd is a former creative editor of Adweek.