Creative Showcase
Mortal Kombat X - Fight! / Warner Brothers
Submitted By Philip Khosid
Description
Battery set out to take the iconic game and return it to its former glory by uncovering an insight that would appeal to core gamers and casual hit buyers.
The insight: Everybody loves a good fight.
This timeless human truth was brought to life through a launch spot that featured the largest fight circle in history.
Objective
Mortal Kombat holds the title of “greatest fighting game of all time” largely supported by a loyal core audience but has struggled to break back into mass awareness.
Battery’s brief was to transform MKX into a lifestyle brand that transcends the fighting genre and builds anticipation/purchase intent for the game’s launch.
Technical Challenge
Despite being the largest broadcast spend for Warner Bros Interactive Entertainment, they were still being outspent 6-1. The idea of the fight also proved to be far bigger than the budget. Based on the strength and infectious energy of the concept, it quickly became a passion project for all involved - including award-winning film and commercial director, Phil Joanou, heavyweight production company, MJZ and Beast's Paul Norling and Stephen Sonnenfield, the top colorist in the world.
Client
Warner Brothers
Industry
Video Games
Agency
Battery
www.batteryagency.com
Media
Television
Market
Entertainment
Credits
Account Executive
Philip Ser
Agency Producer
Judy Gotten
Art Director
Bernie O'Dowd
Creative Director
Philip Khosid
Director
Phil Joanou
Editor
Paul Norling
Music & Sound
740 Sound
Producer
Mary Stasilli
Production Company
MJZ
Writer
Raymond Hwang
Views
780
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