ADC Awards
ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.
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Category
Craft in Motion / Film / Cinematography
Annual ID
ADC104_MOT054M
To create a live-action video game, we had to approach things in an unconventional manner. We developed a new concept called "gameatography," which essentially combined cinematic sequences where cutscenes occurred with gameplay, which is the recreation of moments when it feels like we are playing as the character. The camera reacts to their movements, moving up, down, and even rotating as if we were controlling it with a gamepad. To add another dimension, the use of POV shots brought us closer to a shooter-style gameplay, making us feel like we were actually picking up a weapon and even firing it. Additionally, the POV shots were capable of intensifying the drama, particularly when the character is hooded for recruitment. Portraying environments in a GTA-style game was key to replicating the gameplay experience. One of the most significant challenges was the final twist, transitioning from gameplay to reality seamlessly.
"This is not a game" is a film that emulates a video game. It tells the story of a teenage gamer, the son of a police officer. One day, while playing on his smartphone, he is contacted by a drug dealer. With deceit and enticing promises, they manage to lure him out of the safety of his home to recruit him. As days pass, the teenager becomes part of the criminals and is tasked with monitoring an illegal merchandise exchange. However, they are caught by law enforcement. The protagonist flees the scene amidst gunfire. He is cornered by a police officer, turns around, aims his weapon, and at that moment, the story takes a shocking turn. We discover that the police officer is his father. Now, everything stops being a video game to lead us to a harsh reality.
"This is not a game" is a film that emulates a video game. It tells the story of a teenage gamer, the son of a police officer. One day, while playing on his smartphone, he is contacted by a drug dealer. With deceit and enticing promises, they manage to lure him out of the safety of his home to recruit him. As days pass, the teenager becomes part of the criminals and is tasked with monitoring an illegal merchandise exchange. However, they are caught by law enforcement. The protagonist flees the scene amidst gunfire. He is cornered by a police officer, turns around, aims his weapon, and at that moment, the story takes a shocking turn. We discover that the police officer is his father. Now, everything stops being a video game to lead us to a harsh reality.
2025 Awards
Total Points: 3
Merit Honor
Credits
Agency
VML Mexico / Mexico City
Client / Brand
Movistar Mexico / Mexico City
Production Company
Landia Mexico / Mexico City
Art Director
Jonathan Jiménez
Samuel Ríos y Valle
Chief Creative Officer
Luis Madruga Enriquez
Nino Goldberg
Rafael Pitanguy
Debbi Vandeven
Lauren Lafranz
Copywriter
Pedro Germán López
Creative Director
Christian “Pimpon” Santacruz
Daniel de Leon
Luis Paul Flores
Miguel Ángel Bautista
Raúl Pineda
Executive Creative Director
Daniel Minaker
Sebastian Tarazaga
Film Director
Lucas Shannon
Global Chief Creative Officer
Debbi Vandeven
Producer
Julz Cruz
Agency Producer
Dario Casso
Nadia González
Executive Producer
Claudio Amoedo
Luciana Abramzon
Thomas Amoedo
Global Executive Creative Director
Lauren Lafranz
Account Director
Alejandra Iturriaga
Claudio Pérez
Brand Manager Hispam Movistar
Paula Fernández
CCO Assistant
Olivia Del Río
Chief Executive Officer
Héctor Fernández
Creative Connector
Facundo Palacios
Digital Coordinator
Judith Rangel
Ex Head of Brands Integrated Marketing
Karely Munarriz
Head of Art
Rodolfo Lopez
Head of Brands Integrated Marketing
Fernanda Pérez
Photography Director
Agustin Claramount
Post Production
Isay “Sayo” García
Juan Manuel Saucedo
Production Manager
Mercedes Guereño
Violeta Lopez
VP Account Director
Adriana Veytia
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