Posted in Sega | 3 August 2009 | by D/C
Sonic’s a troublemaker from way back. It’s a big part of his charm and, as D/C’s Sonic-savvy creative team recognized, of his brand essence. But who knew that Mario’s just as bad? When these two come together for the first time in D/C’s youth-oriented viral campaign for “Mario & Sonic At The Olympic Games,” everybody gets punk’d. And gamers of all ages – who have watched these videos some 300,000 times since they were, ahem, “leaked” to YouTube – get the last laugh.
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It’s already being talked about as the latest “What is this world coming to???” pop cultural event. And, no, we’re not just talking about the videogame itself. We’re talking about the videogame’s commercial.
The game is “Condemned 2: Bloodshot”, the next-gen follow-up to Sega’s 2005 horror hit. And, most assuredly, it raises the bar for psychological terror and realistic hand-to-hand combat. But as the game’s launch approached, the Duncan/Channon creative team was faced with an even more terrifying challenge – how do you capture in a TV spot the demonic spirit of the scariest (arguably) game ever?
The ad’s concept is simple. Playing “Condemned 2” is so frightening it will continue to haunt your thoughts long after you’ve stopped playing. To do the game justice, the TV spot had to capture the raw, visceral brutality and gut-wrenching horror that are the game’s hallmarks. So, after an exhaustive search, D/C put its script into the capably bloodied hands of feature film director – and horror specialist – Jim Sonzero, fresh from directing Pulse.
Now, out of the perverse dedication of the production team and director, sick support from the clients at Sega and, of course, D/C’s own twisted creative prowess (hey, it’s our site, we gotta toot our horns a little) has emerged an ad that’s making gamers’ jaws’ drop – and stomachs turn – even as we speak.
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Posted in Broadcast, Sega | 4 March 2008 | by D/C
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This game was to be the resurrection of the then-flagging Sonic franchise, and D/C was tasked with convincing the target that these heroes were new and fresh. The TV spot did so by contrasting them with some other heroes that were decidedly neither. The commercial was featured in the annual AICP show as one of the year’s finest. Furthermore, no one died.
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