This case study showcases the same problem-solving mentality that I bring to design and art direction, but to the creative process. The creative team of Ben Beale and Rory Forrest really made this spot happen. For months they had written and boarded this spot. It had complete buy-in and a week before production started, a shift in direction came up. A spot that had intended to be completely live action, now needed to include gamer interaction.
My idea was to include the gamers, controlling the action, but 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 of the approved spot intact, while incorporating the gamers, and reinforcing the notion of the multi-player game being an immersive experience.