This case study showcases the same design thinking that I bring to craft, but applied to the campaign creative process. The creative team of Ben Beale and Rory Forrest really made this spot happen. For months they had written and boarded the script. It had complete buy-in, and a week before production started, a shift in direction came in from the highest level. A spot that had intended to be completely cgi, now needed to include live-action gamer interaction.
I was brainstorming with the guys, and my idea was to include the gamers in the exact same script. Gamers controlling the action but also in the action at the same time. The Assassins scale a wall, our gamers fly up the wall in their lazy-boys right behind them. Crashing through walls, flying off roofs, all of it. This solve kept the original idea intact, while incorporating the gamers, reinforces the notion of the multi-player game being an immersive experience, and kept the production on the same timeline.