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.
Source: http://www.adweek.com/
