Freestyle Playground|短视频|广告营销案例【ADGuider广告指南】

自由式游乐场

案例简介：简介: 客户简报中描述的目标是制作一部电影，有效地促进游戏的发布，并吸引对在线动作射击游戏感兴趣的 PS4 玩家的注意力。挑战: 产生感知变化: 从主导社区到自由社区我们专注于目标人群的看法，即网络游戏不能自由享受。更具体地说，许多初学者对加入一个由铁杆玩家主导的社区犹豫不决; 为团队做出贡献的压力，以及潜规则的限制将他们拒之门外。然而，命运提供了广泛的游戏模式，包括单人游戏、团队游戏、玩家对玩家和团队对环境，导致了一个由各种游戏风格的个人组成的社区, 鼓励玩家按照自己的节奏享受游戏的氛围。为了改变人们对网络游戏的看法，我们决定放大这个社区的自由精神。核心理念: 将游戏精神转化为舞蹈娱乐视频我们将游戏的社区和精神定义为 “自由式游乐场”。为了将这个概念转化为可共享的娱乐，我们制作了一个真人预告片，在游戏世界里有一个舞蹈环节。在《命运》中，舞蹈是一种游戏中的表情，角色表演标志性动作来表达情感，并与其他玩家无言地交流。此外，令人惊叹的舞蹈序列视频是最受欢迎和共享的网络内容类型之一。考虑到这些，我们决定关注舞蹈是捕捉游戏精神并让更多玩家在互联网上分享的最佳方式。各种角色都在表演他们最好的动作，并享受类似于舞蹈的自由式舞蹈。通过让角色逐渐加入场景，故事展示了玩家如何加入社区，按照自己的节奏享受乐趣，并自由玩耍。

自由式游乐场

案例简介：BRIEF: The objective described in the client’s brief was to create a film that would effectively promote the game’s release, and capture the attention of PS4 players interested in online action shooter games.CHALLENGE: To Generate a Perception Change: From Dominated Community to Free Community We focused on the perception held by our target demographic, which was that online games couldn’t be enjoyed freely. More specifically, many beginners were hesitant about joining a community dominated by hardcore gamers; the pressure of contributing to the team, and the limits placed by unspoken rules fenced them out. However, Destiny offers a wide range of game modes including solo-play, team-play, player versus player, and team versus environment, resulting in a community of individuals with various playstyles, and an atmosphere that encourages players to enjoy the game at their own pace. To change people’s perception about online games, we decided to zoom in on the free spirit of this community.CORE IDEA: To Translate the Game Spirit into Dance Entertainment Video We defined the community and spirit of the game as a “Freestyle Playground”. To translate the concept into shareable entertainment, we created a live-action trailer featuring a dance session in the game world. In Destiny, dancing is an in-game emote, with characters performing signature moves to express emotion and communicate wordlessly with other players. In addition, videos of amazing dance sequences are one of the most loved and shared types of web content. Taking these into account, we decided that a focus on dance was the best way to capture the spirit of the game and make it shared in more players on the internet. Various characters are shown performing their best moves and enjoying a freestyle dance session similar to a dance-off. By having characters gradually join the scene, the story shows how players can join the community, have fun at their own pace, and play freely.