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

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. CREDITS 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

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

72andSunny goes planet hopping with Joseph Kosinski

Tim Nudd

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