Xbox One “Greatest Games”

Microsoft Xbox

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

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.

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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.

Credits

  • 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), Andy Mitchell (Editor, Ayzenberg)

  • PRODUCER

    Mehera Bey (Producer, Ayzenberg), Tara Cheitlin (Associate Producer, Ayzenberg)

  • CREATIVE DIRECTOR

    Matthew Encina

  • DIRECTOR

    Matthew Encina

  • EXECUTIVE PRODUCER

    Tobin Kirk

  • POST PRODUCER

    Scott Rothstein

  • DESIGNERS

    Paul Kim, Belinda Rodriguez, Josh Harvey, Sang Chung, Matthew Encina, Henry Pak, Jaime Van Wart, Maggie Chiang (intern), Aly Tain (intern)

  • 3D ANIMATORS

    Paul Hargrave, Kevin Ferrara, Christina Lee, Grace Lee, Yas Koyama

  • COMPOSITORS

    John Robson, Aaron Knapp, Marco Campobasso, Daniel Zhang, Ash Wagers

  • STORYBOARD ARTIST

    Karen Wang, Ben Kendall

  • SOFTWARE

    Illustrator, Photoshop, After Effects, Maya, C4d

  • EDITOR

    Matthew Encina, Parker Wilson

  • MUSIC

    Pusher Music

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