The One Show
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Category
Experiential / Brand Installations
Annual ID
OS22_DM006G
About the Work
We put Call of Duty Vanguard’s realism to the test with the “Vanguards of Photography” project by showing that it’s so real, that it could be documented like a war in real life. We partnered up with renowned war journalists and sent them to photograph the WWII battles that happened inside of our game.
To make sure the experience was as authentic as possible to photographers who have been in real conflict zones, we worked together with game developers and engineers to develop a virtual camera that gave the photographers all the freedom that a camera on the battlefield would. The camera brought them inside the game engine not as players but as spectators, and it was connected to their movement, so every step they took in the studio translated into the game. They could switch lenses. They could change the perspective. They could pick the framing.
By delivering an organic, immersive and sensorial experience to the photographers, we knew that nongamers would feel that too. So, we filmed the photographers’ journey inside the game and turned it into a trailer for the game, which aired on YouTube, social media, and TV. The photographs were so realistic that they were displayed at exhibits and auction houses, where they were sold. The proceeds went to the COD Endowment program, a commitment that helps veterans get employed at high quality jobs. The pictures were also repurposed for outdoor advertising all over New York City to promote the game.
To make sure the experience was as authentic as possible to photographers who have been in real conflict zones, we worked together with game developers and engineers to develop a virtual camera that gave the photographers all the freedom that a camera on the battlefield would. The camera brought them inside the game engine not as players but as spectators, and it was connected to their movement, so every step they took in the studio translated into the game. They could switch lenses. They could change the perspective. They could pick the framing.
By delivering an organic, immersive and sensorial experience to the photographers, we knew that nongamers would feel that too. So, we filmed the photographers’ journey inside the game and turned it into a trailer for the game, which aired on YouTube, social media, and TV. The photographs were so realistic that they were displayed at exhibits and auction houses, where they were sold. The proceeds went to the COD Endowment program, a commitment that helps veterans get employed at high quality jobs. The pictures were also repurposed for outdoor advertising all over New York City to promote the game.
2022 Awards
Total Points: 45
Gold Pencil
Credits
Agency
GUT / Miami
Client / Brand
Activision Blizzard / Santa Monica
Production Company
m ss ng p eces / Los Angeles
Music / Sound Production Company
South Music / Los Angeles
Editorial Company
Cosmo Street Editorial / Miami
Chief Marketing Officer
Fernando Machado
Director
Matt Ogens
Executive Creative Director
Ariel Abramovic
Bruno Acanfora
Juan Javier Peña Plaza
Ricardo Casal
Account Director
Monique Beauchamp Estrella
Associate Creative Director
Alexander Allen
Andy Tamayo
Creative Chairman
Anselmo Ramos
Director of Communications
Alexandra Velasco
Head of Production
Renata Neumann
Project Manager
Vanessa Rodriguez
Senior Art Director
Paulo Damasceno
Senior Copywriter
Sofia Rosell
Senior Producer
Kelli Denyer
Strategy Director
Will Ramos
Animation/Graphics Company
The Mill / Los Angeles USA
Audio Layback Company
Lime Studios / Santa Monica
Chief Client Officer
Carmen Rodriguez
Chief Intelligence Officer
Christian Pierre
Chief Strategy Officer
Fernando Ribeiro
Creative Manager
Cristina Cornejo Ayala
Junia Parodi
Gaming & Streaming Analyst
Carlos Encalada
Head of Art
Guido Fusetti
Management Supervisor
Bibi Pestana
Social Creative Director
Sam Lemoine
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