Feature filmmaker David Leitch (Deadpool 2, Fast & Furious Presents: Hobbs & Shaw) has directed his first major ad assignment, this mini-film for Ubisoft’s new Ghost Recon: Breakpoint game (available Oct. 4) out of San Francisco ad agency Argonaut.
Titled "Warring with Weezy," the trailer tells a story through characters both in and outside of the game. On the latter score, featured is Grammy Award-winning artist Lil’ Wayne. The campaign focuses not only on the amazing gameplay itself, but the true enjoyment it brings to the gaming experience.
“More than anything, the key point of all action is to tell a story, and in this spot we’re telling a story with these characters in the world of the game and also the characters in their worlds at home,” said Leitch. “We wanted to make sure we have these distinct characters that jump off the page and that the action defines them in a real particular way. We have this fun juxtaposition with the different characters and their voices too, which is a great conceit.”
This is the first work that Ubisoft and Argonaut have teamed on together. Minted Content, which produced the piece, handles Leitch for spots and branded content.
Eight VFX served as visual effects studio with Barking Owl handling music and sound design.
Credits
Client Ubisoft/Tom Clancy’s Ghost Recon Breakpoint Agency Argonaut, San Francisco Hunter Hindman, chief creative officer/founder; Alan Stout, Brian Olsen, co-heads of strategy; Jeremy Arth, executive producer; Matt Kelsen, Ali Esterly, creative directors. Production Minted Content, Santa Monica, Calif. David Leitch, director; Lance O’Connor, managing director/founder; John McGarty, exec producer; Edina Sallay, head of production; Jonathan Sela, DP. Production Services Circle Productions, Vancouver Tom Murray, exec producer; Blake Bowell, bidding producer. Editorial 1606 Studio Brian Lagerhausen, editor; Cameron Maidenberg, assistant editor; Vickie Sornsilp, head of production; Jon Ettinger, exec producer. Music/Sound Barking Owl, West Los Angeles Morgan Johnson, sound design; Houston Fry, music editing (of licensed work from Lil Wayne and libraries); Kelly Bayett, creative director. Audio Post Barking Owl, West L.A. Matt Keith, mixer. Visual Effects/Animation Eight VFX, Santa Monica, Calif. Shira Boardman, Baptiste Andrieux, exec producers; Ryan Dahlman, producer; Aryel Melek-Shalom, VFX supervisor; Joe Chiao, Flame lead (Toolbox: Maya, Houdini, Nuke, Flame)
Rappers Khuli Chana, Blxckie and 25K team up with Patriot Films director Sam Coleman, who is repped by Ridley Scott Associates (RSA) stateside, to celebrate the power of inspiration for KFC Streetwise and Ogilvy Johannesburg.
Every groundbreaking artist has a story, a moment of inspiration that drives their next wave of creativity. But this doesn’t happen in isolation--original needs to feed original. “There’s a wealth of creative energy bubbling up in the youth of South Africa,” said Coleman. “Everyone is out to try and make a dent in the creative landscape. Inspiration is everywhere you look and all a creative person needs is that spark to go to the next level.”
This 90-second spot features a stellar cast of South African artists riffing off each other, and while KFC Streetwise has long been a mainstay of the country’s youth culture, an authentic approach was critical. Ogilvy turned to Coleman whose experience includes fashion and street culture.
Notable South African creators who appear in the commercial film include Kind Kid toymaker Sanele Qwabe, “Nail Pimp” Nailed Ntswembu, the Island Gals skaters, fashion designer Ruberto Scholtz, visual director Rowan Sakarombe, custom car pimper Ofentse Mphatsoe and metal band Botswana Metalheads. The transitions from one innovator to another were important considerations for Coleman. He explained, “You’re really talking about a ripple effect and how one idea sparks another, so I wanted to create seamless uninterrupted progressions that would evoke that feeling of inspiration and flow.”
KFC’s chief marketing officer Grant Macpherson said, “From a brand perspective, I want to work with directors who have a strong, passionate point of view – someone who brings bold... Read More
