APPLE UNLEASH
STRATEGY
Demonstrate the power of iPhone's chip to the Chinese market without showing it.
OVERVIEW
In China, gaming is everything and iPhone had almost no market share. Multiplayer Online Battle Arena games have hundreds of millions of players but they require a lot of processing power needed for smooth play. We saw an opportunity to speak directly to the world's most demanding mobile gamers in their own language.
Unleash :90
EXECUTION
We brought the enormously popular mobile game Vain Glory to life with a live action film complete with monsters and hand-to-hand combat. To land the scale of the Vain Glory world, we brought in filmmakers whose scale of work speaks for themselves. We tapped Doug Liman to direct for his mastery of close, kinetic fight sequences, and Janusz Kaminski as our cinematographer. Authenticity was paramount for this project, so we traveled to other side of the world and shot on location in Beijing.
Campaign Case Study
GAME IMMERSION
But the story didn’t end there. We worked with the Vain Glory game developers at Super Evil Megacorp to pull our hero David out of the film and into the actual game as a playable character. The whole thing became a spectacular nerd's paradise.
PROCESS
Working closely with Doug, we crafted every detail, from casting, fight choreography, to animation. There’s something visceral about using a random item to defend yourself and one of the main reasons I liked Doug so much is for this project was based on his work with inanimate weapons in The Bourne Identity, specifically the pen sequence. Our hero’s book bag was the weapon of choice.
MPC brought the characters to life from the game. A painstaking process that took months to nail. I then worked side by side with Janusz on the color grade. Finally, we set the whole thing to Oliver Tree’s appropriately titled, Movement.
Fight choreography
