News

New Condemned spot spells end of civilization

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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