Creative Showcase
Xbox / Microsoft
Submitted By Roger Darnell
Description
‘Cops and Robbers’, created by McCann Erickson, San Francisco and directed by rising Australian director, Garth Davis, features three ‘robbers’ wearing ski masks running away from ‘cops’, holding what looks like a bag of stolen goods. They try to evade the cops by scaling the rooftops of buildings, taking desperate, gravity-defying leaps from buildings to window ledges and into a waiting getaway car. A car chase ensues but eventually it’s all over as the cops ‘win’ and close in on the ‘robbers’. But there’s a twist to the story as the chase is revealed to be just a mischievous game of ‘cops and robbers’ amongst friends who immediately start the countdown to begin another game.
Objective
“We wanted to show how Xbox 360 lets you play in unexpected, new ways and remind us of how we feel when we’re really having fun with our friends,” said Richard Teversham, EMEA Director of Marketing and Platform at Xbox. “This campaign really brings out the sociability of Xbox 360 and taps into the playfulness that we all have in us. With Xbox 360 you get all the exhilaration and emotion that a simple game of Cops and Robbers inspires – but now that fun’s evolved into high definition, next generation fun backed up with a fantastic array of more than 160 games to play by the end of the year”
Technical Challenge
Patrick Murphy, A52's award-winning lead Inferno artist on the project, worked with fellow Inferno artists Justin Blaustein and Carlos Morales, to oversee extensive rig removals, handle compositing challenges and otherwise ensure the action-filled spot came together seamlessly.
Client
Microsoft
Industry
Gaming
Agency
McCann-Erickson San Francisco
http://www.mccannsf.com
Media
Television
Credits
Agency Producer
Matthew Winks
Art Director
Ben Wolan
Creative Director
Rob Bagot, John McNeil, Scott Duchon, Geoff Edwards
Designer
Patrick Murphy, A52
Director
Garth Davis, Anonymous Content
Editor
Angus Wall, Rock Paper Scissors
Music & Sound
Elias Arts + Eleven Sound
Photographer
Greig Fraser
Producer
Andy Traines, SueEllen Claire, Karen Sproul
Production Company
Anonymous Content
Writer
Rick Herrera
Views
479
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