twofifteenmccann Partners with Digital Domain and Adam Berg for a Fitting Tribute Ahead of the Gears of War 3 Launch
twofifteenmccann has unveiled Dust to Dust, a :60 second film for Gears of War 3, the final chapter of the Xbox 360 Gears of War trilogy. Developed by Epic Games and published by Microsoft Studios exclusively for Xbox 360, Gears of War 3 launches worldwide on September 20.
Keeping with the tone of past Gears of War advertising, Dust to Dust uses rich visuals and a haunting soundtrack by Mazzy Star to bring humanity to the third-person shooter game. In this last film, the entire Gears story is honored, providing a look back at the first two installments, while hinting at what’s to come in the final act.
twofifteenmccann partnered with award-winning director Adam Berg and acclaimed digital production company Digital Domain on the project. Dust to Dust is the follow up to Ashes to Ashes, the agency’s first trailer for Gears of War 3, which debuted live on Late Night with Jimmy Fallon in April 2010.
In Dust to Dust, the viewer watches the world decay in time lapse around the game’s hero, Marcus Fenix, his fellow Gear Dominic Santiago, and the other members of Delta squad, as they move through a war-torn battlefield. The action is shown from an embedded cameraman angle to better convey what Marcus and Dom experience. The most important story moments from each of the Gears of War games are reflected chronologically in the film; for example, Gears fans will recognize key historical markers such as Emergence Day and The Flooding of Jacinto.
The campaign’s theme, Brothers to the End, is evident throughout Dust to Dust. The game’s protagonists have been through years of war together; and as the film ends, Marcus and Dom stand shoulder to shoulder, looking out on a chaotic battlefield. It’s clear they have nothing left to fight for but what’s left of their planet and each other.
Dust to Dust is set to the song “Into Dust” by Mazzy Star, which struck the right tone in both pace and concept. Beyond the match of the lyrics, the song is dark and reflective – the appropriate accompaniment for the end of the film, and, the end of the Gears of War trilogy.
Dust to Dust launched exclusively on Machinima on Thursday, September 1; in cinema on September 2 and has its first broadcast airing on Saturday, September 3 during the Oregon vs. LSU game on ABC. The Brothers to the End campaign also includes print, as well as a digital push developed by AKQA.
CREDITS
Spot title: “Dust to Dust”
Game title: Gears of War 3
Client: Xbox
Agency: twofifteenmccann
Chief Creative Officer: Scott Duchon
Associate Creative Directors: Mat Bunnell, Steve Couture
Art Director: Jeremy Diessner
Copywriter: Nicole Clainos
Director of Integrated Production: Tom Wright
Agency Producers: Chris Weldon, Eric Rasco
Account Director: Peter Goldstein
Account Management Supervisor: Luke Lamson
Account Executive: Stephanie Scott
Production, Animation, Mocap, Editorial & Visual Effects: DIGITAL DOMAIN President, Commercial Division; Executive Vice President: Ed Ulbrich
Executive Producer: Tanya Cohen
Visual Effects Supervisor: Vernon Wilbert, Jr
Senior Producer: Melanie La Rue
Producer: Chris Fieldhouse
CG Supervisor: Richard Morton
Coordinator: William Lemmon
Editor: Todd Miller
Matte Painter: Zach Christian
Motion Graphics Artist: Cody Williams
Previs Artist: Niles Heckman
Technical Director: Derek Crosby
Technical Director; Rigger: Adrian Dimond
Digital Artist: Ryan Apuy
Digital Artist: Lee Carlton
Digital Artist: Daisuke Nagae
Digital Artist: Dave Carlson
Digital Artist: David Liu
Digital Artist: Desiree Lundsferd
Lead Animator: Rick Glenn
Animator: Kevin Culhane
Animator: Scott Kravtiz
Lead FX Artist: Jason Mortimer
FX Artist: Ken Jones
FX Artist: Adrian Graham
Lead Nuke Compositor: Rafael F. Colón
Nuke Compositor: Aruna Inversin
Nuke Compositor: Soyoun Lee
Flame Artist: Jeff Heusser
Virtual Production Supervisor: Gary Roberts
Mocap Production Supervisor: Gaby Rios
Sr. Mocap Pipeline Engineer: Damon Shelton
Lab Supervisor: April Warren
Mocap Artist: Alia Dong-Stewart
Mocap Artist: Ronaldo Benaraw
Mocap Artist: Ryan Beagan
Manager, Systems Admin: Steve Madonna
Production Assistant: Jenn Grundstad
Production: Smuggler Director: Adam Berg
Executive Producers: Lisa Rich, Patrick Milling Smith, Brian Carmody
Music: Mazzy Star “Into Dust”
Sound Design: Skywalker Sound Supervising Sound Designer: Randy Thom
Re-recording Mixers: Randy Thom, Leff Lefferts
Supervising Sound Editor: Mac Smith
Sound Effects Editor: Steve Boeddeker
Foley Artists: Sean England, Ronni Brown
Foley Mixer: Tony Eckert
Foley Recordist: Corey Tyler
Mix: Joel Waters, Lime Studios
Music License Usage:
TV: Three (3) months commencing the earlier of the initial air date, or August 30, 2011, and terminating November 29, 2011
Internet Streaming, Industrial and Cinema: One (1) year(s) commencing the earlier of the initial air date, or August 30, 2011, and terminating August 29, 2012.
twofifteenmccann is launching a new campaign for Under Armour footwear this week, timed with the start of the NFL preseason.
Featuring elite athletes — including Tom Brady of the New England Patriots, and Cam Newton, the 2010 Heisman Trophy winner and quarterback for the Carolina Panthers — the campaign was conceived, developed and produced by twofifteenmccann, and brought to life by acclaimed director Peter Berg, creator of the Emmy Award-winning television series Friday Night Lights. You can read all about it in The New York Times, and see highlights from the campaign below.
Credits
Spot Client: Under Armour Spot Title: Tom/Cam “Strobe” Agency: twofifteenmccann Executive Creative Director: Scott Duchon
Executive Creative Director: John Patroulis
Art Director: Steve Couture
Copywriter: Joe Rose
Agency Director of Integrated Production: Tom Wright
Senior Agency Producer: Kate Morrison
Agency Producer: Mai Huynh
Chief Strategy Officer: Mike Harris
Account Director: Zach Rubin
Production Company: Pony Show Entertainment, Bicoastal Director: Peter Berg
DP: Max Goldman
EPs: Jeffrey Frankel, Susan Kirson
Producer: Fern Martin
Visual Effects: Method Lead Flame Compositor – Claus Hansen
Flame Compositors – Jason Frank, Andy Davis, Chris Payne, Pierre Laquerre
Graphics – Mike Sausa
Executive Producer – Robert Owens
Producer – Cara Farnsworth
Telecine: Dave Hussey Telecine Company: Company 3
Original Music: Human Music Producer: Jonathan Sanford
Sound Designer: Human
Mix: Lime Studios Mixer: Rohan Young
Audio producer: Jessica Locke and Bruce Hortwitz
At the E3 Expo in Los Angeles this week, Xbox and 343 Industries unveiled the film “Awakening” from Twofifteen McCann.
Halo 4 is the next blockbuster installment in the iconic franchise that’s shaped entertainment history and defined a decade of gaming. Set in the aftermath of Halo 3, Master Chief returns to confront his own destiny and face an ancient evil that threatens the fate of the entire universe. Halo 4 marks the start of a new trilogy that begins with its release in 2012.
Spot title: Awakening
Game title: Halo 4
Client: Xbox
Agency: Twofifteen McCann
Executive Creative Directors: Scott Duchon, John Patroulis
Art Director: Paul Caiozzo
Copywriter: Neil Bruce
Agency Director of Integrated Production: Tom Wright
Agency Producer: Alex Spahr
Account Director: Peter Goldstein
Account Executive: Stephanie Scott
Production Companies: Digital Domain & Anonymous Content
Director: Joseph Kosinksi (Anonymous Content)
EP: Jeff Baron (Anonymous Content)
EVP/EP: Ed Ulbrich
EP: Tanya Cohen
VFX Supervisor: Eric Barba
VFX Producer: Kait Boehm
CG Supervisor: Chris Nichols
Digital Production Manager: Chris House
Designer: Andree Wallin
Designer: Darren Gilford
Storyboards: Richard Poulain
Editor: Todd Miller
PreViz Supervisor: Scott Meadows
Character Animation: Pericles Michielin
Digital Artist: Juan Gomez
Digital Artist: Kamy Leach
Digital Artist: Tim Nassauer
Modeler: Randy Sharp
Modeler: David Carlson
Modeler Texture Artist: Thomas Kernan
Character Rigger: James Bancroft
Character Rigger: Walt Hyneman
Matte Painting: Dan Thron
FX Animation: James Atkinson
FX Animation: Eric Ebling
Flame Compositor: Lisa Tomei
Flame Compositor: Rob Winfield
Nuke Look Lead Development: Kym Olsen
Nuke Compositor: Michael Melchiorre
Technical Developer: Ling Li
Title Animation/Graphics: Lifelong Friendship Society
EP: Dan Sormani
Creative Directors: Travis Spangler and Jason Jones
2D Animator: Sid Seed
Today, agencytwofifteen unveils a brand transformation and first-of-its kind promotion for hopscout.com, a daily deal site for timeless classic children’s products.
Working with hopscout’s founders, agencytwofifteen undertook a top down transformation for the brand, changing their business model from an invitation-only private sale site driven by daily emails to focusing on one high quality, timeless classic item each day, and creating original content to engage the audience and promote selected products. The agency helped create a brand positioning platform around the idea of “timeless classics,” designing a new website and promotional materials, and lining up a strong social presence for the brand on Facebook, YouTube, Twitter and Tumblr.
agencytwofifteen also developed the Stay-at-Home Millionaire job hunt as a launch platform, introduced last week via YouTube and Facebook. hopscout is seeking five moms or dads to work for the company part time as hopscout editors. In addition to competitive pay, the compensation includes stock options, a Macbook Air and a college fund for the candidates’ children, among other perks. Interested moms or dads can apply by uploading a minute long video to Facebook that answers “How has being a parent prepared you to become an editor at hopscout?”
The Stay-at-Home Millionaire program launched April 11 and has received an enthusiastic response from moms and dads. The responses, viewable on hopscout’s Facebook page, include postings such as: “I almost want to cry with excitement about the job opportunity; what a great chance for mothers to do what they already do every day and get paid for it…”
“The hopscout team immediately embraced the idea of creating original content, such as the Stay-at-Home Millionaire concept and the product review videos, to engage their audience. We’re confident that putting purposeful creativity into practice will help differentiate them from other flash sale sites in the space and grow their brand,” said Scott Duchon, partner and executive creative director, agencytwofifteen.
Hopscout features one product every day and caters to parents who shop with quality in mind. Each deal featured on hopscout is on sale for 24 hours or until it sells out, at savings up to 70%. Brands featured on hopscout during the first month will include Lego, Kettler, Penguin Books (DK division), Eco Kids and Melissa & Doug. Unlike LilLuxe’s previous invitation-only model, access to hopscout will not require visitors to sign up to view the day’s event.
Help Remedies, the makers of a collection of simple solutions for simple health troubles, has launched its first marketing campaign for “help I can’t sleep,” an uncoated and uncolored sleep aid that contains no pain medicine, via San Francisco-based agencytwofifteen.
Help Remedies is a not a traditional OTC pharmaceutical brand, so when agencytwofifteen was asked to develop a marketing program for “help I can’t sleep,” it was clear that the advertising shouldn’t speak to a consumer like a traditional OTC pharmaceutical company, but rather be as simple and strangely utilitarian as the brand itself.
Rather than talk about insomnia or the frustration of being unable to sleep, agencytwofifteen moved the conversation a step beyond, to explore dreams – the funny and sometimes strange things that come to the surface once a person falls asleep.
Unlike other sleep medications, help I can’t sleep has the unique advantage of being sold in places people actually need help going to sleep, and the media strategy was designed to surround people in this mindset. The dream recommendations will be featured everywhere people may find themselves wanting to go to sleep – on demand in hotels, in-flight, in 24-hour drugstores, on late night television, online, on a mobile website and on Duane Reade’s Times Square screens, which are the last thing many people in New York see before they go home and head off to bed.
Working with production companies Tool of North America and Lifelong Friendship Society, agencytwofifteen developed nine different dream recommendation films that feature an array of funny and sometimes outlandish dream scenarios – anything from human sized puppies lamenting their lack of extra-marital affairs to a milkmaid who lives in a picture that hangs in a dermatologist’s waiting room – which vary in length from 30 seconds to 2 minutes.
The dream recommendations are complemented by an app for iPhone, iPad and iPod Touch, developed with We Are Licious, which “records” a person’s dreams and posts them to Facebook or Twitter. The app allows people to test whether they are having the dreams that help I can’t sleep recommended, or some other wonderful dream, and shares those dreams with their friends live. A sandman will also be roaming the streets of New York late at night, handing out hand drawn help I can’t sleep “dream recommendations.” agencytwofifteen also influenced the product packaging, adding dream recommendations to each box of help I can’t sleep.
“Our objective is simple – people should go to sleep and have good dreams. So rather than brag about how our products don’t contain unnecessary drugs or colored coatings we decided to help people have interesting dreams,” said Nathan Frank, Chief Creative Officer, Help Remedies.
“Content should have an intimate relationship to the brand, should be easily extended and serialized and most importantly, should fit in the context of where the product is used or considered. For Help Remedies, a company that is about simplicity and humanity, we made simple narrative stories rooted in the resolution of real problems – funny and strange enough to be interesting, but not so bizarre as to lose meaning and relevance,” said Paul Caiozzo, creative director, agencytwofifteen.
The films will begin airing on late night cable in New York on March 24. The same day select films will be shown on Duane Reade out-of-home screens in Times Square. The app is available now as a free download in the iTunes App store, and all nine films will be available online beginning on March 24.
