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地平线零下来
案例简介：执行 观察者必须是点对点的真实游戏。不仅在他们的视觉设计，而且在他们的动作和性格表现。为了将观察者从屏幕上带到 e3 的展厅，我们与好莱坞顶级实用效果屋合作: 光谱运动。守望者的战斗磨损纹理是由 vacu 形成的泡沫芯和其他材料混合而成的，然后定制绘制。为了实现游戏中的特定动作，我们与 spectrum Motion 的首席工程师合作，修改了他多年前在一部大片中率先推出的动画颈部和头部系统 活动描述 为了脱颖而出，我们不只是想要另一个拖车。我们想让我们的粉丝立即沉浸在我们危险而美丽的新世界中。所以我们入侵了他们。我们从游戏世界中取出两台机器，放在世界上最大的游戏大会的地板上。“观察者” 是令人难以置信的真实游戏: 由好莱坞最好的实用效果商店之一建造的 8 英尺高 13 英尺长的动画复制品。这些令人印象深刻的机器，玩家可以与之互动 -- 就像游戏一样 -- 并立即理解在游戏中删除这些角色所需的策略和挑战 实施 我们的任务不仅是在游戏大会上给观众留下深刻印象，还利用这些粉丝在社交媒体上进行宣传。不仅是 E3 的第一个大节拍，而且是在 11 个月的时间里。这要求观察家不要成为一只独领风骚的恐龙，而是要在全年的关键节拍上突出游戏的不同方面。观察者通过我们的粉丝或我们拥有的渠道成为内容生成机器，因为我们从发布到发布都创建了脚本化和基于现实的定制内容 结果 151 人获得了 559m 的印象，在社交媒体价值上提升了 3.16 美元 概要 在世界各地的游戏大会上，每年花费数十亿美元在视频游戏公告上，其中大部分用于促销预告片。但是在续集和既定属性的海洋中，地平线零黎明是一个全新的世界。事实上，在 2016年最受期待的 15 场比赛中，《地平线零黎明》是仅有的两场上市原创比赛之一。其余的都是备受期待的主要游戏特许经营权的续集，每个都有自己的血统。玩家倾向于信任续集，就像他们对新游戏保持怀疑一样，他们觉得这很少符合炒作。我们需要证明地平线零黎明是一个值得你关注的游戏，并且会提供
地平线零下来
案例简介：Execution The Watchers had to be point-for-point true-to-game. Not only in their visual design but also in their movements and character performance. To bring the Watchers off the screen and onto E3’s showroom floor, we partnered with the top practical effects house in Hollywood: Spectral Motion. The battle-worn texture of the Watchers was achieved with a mix of vacu-formed foam core and other materials that was then custom-painted. To achieve the specific in-game movements, we partnered with Spectral Motion’s lead engineer to modify the animatronic neck and head system he pioneered for a blockbuster film years earlier CampaignDescription To stand out, we didn’t just want another trailer. We wanted to instantly immerse our fans in our dangerous and beautiful new world. So we invaded theirs. We took two Machines from the game’s world off of the screen and onto the floor of the world’s biggest gaming conventions. The “Watchers” were incredibly true-to-gameplay: 8-feet-tall and 13-feet-long animatronic replicas built by one of the best practical effects shops in Hollywood. These were impressive machines that gamers could interact with—just like gameplay—and immediately understand the strategy and challenge that would be required to take down these characters in game Implementation Our task wasn’t only to impress the crowds at gaming conventions, but also to use those fans to build advocacy across social media. Not only for the first big beat of E3, but throughout the 11 month build up to launch. This required the Watchers to not become a one-trick-dinosaur, instead highlighting different aspect of the game at key beats throughout the year. The Watchers became content-generating machines both through our fans or our owned channels as we created scripted and reality-based custom content all the way from reveal to launch Outcome 151M people reached559M impressions1000% lift in social mentions$3.16M in media value Synopsis At gaming conventions worldwide, billions are spent on video game announcements every year, most of it on promotional trailers. But in a sea of sequels and established properties, Horizon Zero Dawn was a brand new world. In fact, among the 15 most anticipated games of 2016, Horizon Zero Dawn was one of only two original franchises to come to market. All the rest were highly anticipated sequels from major gaming franchises, each with its own proven pedigree. Gamers tend to trust sequels as much as they remain skeptical of new titles, which they feel seldom live up to the hype. We needed to prove that Horizon Zero Dawn was a game worthy of your attention and would deliver
Horizon Zero Down
案例简介：执行 观察者必须是点对点的真实游戏。不仅在他们的视觉设计，而且在他们的动作和性格表现。为了将观察者从屏幕上带到 e3 的展厅，我们与好莱坞顶级实用效果屋合作: 光谱运动。守望者的战斗磨损纹理是由 vacu 形成的泡沫芯和其他材料混合而成的，然后定制绘制。为了实现游戏中的特定动作，我们与 spectrum Motion 的首席工程师合作，修改了他多年前在一部大片中率先推出的动画颈部和头部系统 活动描述 为了脱颖而出，我们不只是想要另一个拖车。我们想让我们的粉丝立即沉浸在我们危险而美丽的新世界中。所以我们入侵了他们。我们从游戏世界中取出两台机器，放在世界上最大的游戏大会的地板上。“观察者” 是令人难以置信的真实游戏: 由好莱坞最好的实用效果商店之一建造的 8 英尺高 13 英尺长的动画复制品。这些令人印象深刻的机器，玩家可以与之互动 -- 就像游戏一样 -- 并立即理解在游戏中删除这些角色所需的策略和挑战 实施 我们的任务不仅是在游戏大会上给观众留下深刻印象，还利用这些粉丝在社交媒体上进行宣传。不仅是 E3 的第一个大节拍，而且是在 11 个月的时间里。这要求观察家不要成为一只独领风骚的恐龙，而是要在全年的关键节拍上突出游戏的不同方面。观察者通过我们的粉丝或我们拥有的渠道成为内容生成机器，因为我们从发布到发布都创建了脚本化和基于现实的定制内容 结果 151 人获得了 559m 的印象，在社交媒体价值上提升了 3.16 美元 概要 在世界各地的游戏大会上，每年花费数十亿美元在视频游戏公告上，其中大部分用于促销预告片。但是在续集和既定属性的海洋中，地平线零黎明是一个全新的世界。事实上，在 2016年最受期待的 15 场比赛中，《地平线零黎明》是仅有的两场上市原创比赛之一。其余的都是备受期待的主要游戏特许经营权的续集，每个都有自己的血统。玩家倾向于信任续集，就像他们对新游戏保持怀疑一样，他们觉得这很少符合炒作。我们需要证明地平线零黎明是一个值得你关注的游戏，并且会提供
Horizon Zero Down
案例简介：Execution The Watchers had to be point-for-point true-to-game. Not only in their visual design but also in their movements and character performance. To bring the Watchers off the screen and onto E3’s showroom floor, we partnered with the top practical effects house in Hollywood: Spectral Motion. The battle-worn texture of the Watchers was achieved with a mix of vacu-formed foam core and other materials that was then custom-painted. To achieve the specific in-game movements, we partnered with Spectral Motion’s lead engineer to modify the animatronic neck and head system he pioneered for a blockbuster film years earlier CampaignDescription To stand out, we didn’t just want another trailer. We wanted to instantly immerse our fans in our dangerous and beautiful new world. So we invaded theirs. We took two Machines from the game’s world off of the screen and onto the floor of the world’s biggest gaming conventions. The “Watchers” were incredibly true-to-gameplay: 8-feet-tall and 13-feet-long animatronic replicas built by one of the best practical effects shops in Hollywood. These were impressive machines that gamers could interact with—just like gameplay—and immediately understand the strategy and challenge that would be required to take down these characters in game Implementation Our task wasn’t only to impress the crowds at gaming conventions, but also to use those fans to build advocacy across social media. Not only for the first big beat of E3, but throughout the 11 month build up to launch. This required the Watchers to not become a one-trick-dinosaur, instead highlighting different aspect of the game at key beats throughout the year. The Watchers became content-generating machines both through our fans or our owned channels as we created scripted and reality-based custom content all the way from reveal to launch Outcome 151M people reached559M impressions1000% lift in social mentions$3.16M in media value Synopsis At gaming conventions worldwide, billions are spent on video game announcements every year, most of it on promotional trailers. But in a sea of sequels and established properties, Horizon Zero Dawn was a brand new world. In fact, among the 15 most anticipated games of 2016, Horizon Zero Dawn was one of only two original franchises to come to market. All the rest were highly anticipated sequels from major gaming franchises, each with its own proven pedigree. Gamers tend to trust sequels as much as they remain skeptical of new titles, which they feel seldom live up to the hype. We needed to prove that Horizon Zero Dawn was a game worthy of your attention and would deliver
地平线零下来
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