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BLEEDING EDGE

BLEEDING EDGE

Ninja Theory

Social Media Trailer

Ninja Theory came to us just weeks before E3, seeking out punchy social media trailers for its new ambitious fighter title: Bleeding Edge. With loads of high-energy gameplay to cut from, we couldn’t wait to get cracking.

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“The Maverick team were nimble, smart, dedicated partners who not only nailed the cut-downs, they did so with humour and uncompromising quality and attention to detail.”

Julie Lowe, Director of Marketing

Xbox

Ninja Theory already carries a number of poignant games under its belt, including Hellblade: Senua’s Sacrifice, so when we were asked to create the social media trailers for its brand-new IP – Bleeding Edge – we knew it’d have to pack a punch.

Bleeding Edge is a 4 v. 4 melee game, bursting with bright and bodacious characters that all offer something unique to the player. To make waves on social media, the Bleeding Edge social trailers needed to be short – 15s and 30s retrospectively. Packing all the action of the full-length trailer into shorter segments was tricky, but nothing Maverick couldn’t handle.

After combing through the trailer, what we considered the “best bits” were chosen; sequences of animated gameplay that featured peppy punches and mettlesome moves that would be sure to get the public excited. These clips were expertly edited together, to seamlessly play alongside the rip-roaring soundtrack provided by Ninja Theory. 

With the title being announced at the highly-anticipated Microsoft E3 conference, the social media trailers had to align exactly to the strict deliverables provided by Xbox, with careful attention being paid to the ESRB guidelines, audio WAVs and splits and the Xbox mnemonics – which had to faultlessly fade into the rest of the trailer.

“With a very short timeline and very little context on the project, Maverick was able to turn around some great social edits of our main trailer – delivered on time and to a very specific spec.”

Dominic Matthews, Commercial Director

Ninja Theory

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POKÉMON GO COMMUNITY DAYS

POKÉMON GO COMMUNITY DAYS

The Pokémon Company

Concept, Execution, Social Media

You don’t need all the bells and whistles to make a splash! To drum up excitement for the summer Pokémon GO Community Days, we orchestrated some relatable, user-generated style content featuring some of Pokémon’s cutest characters.

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JUNE: DON’T SLACK OFF!

June kicked off Pokémon GO’s summer Community Days, with Slakoth signifying the start of a series of announcement videos from Maverick. The social-centric video imposes the notoriously sleepy Slakoth in a real-world situation, seemingly making the most of the free transport the woman’s foot provides…

Maverick was responsible for the production of the video in its entirety, from coming up with a creative concept to executing the scripts and editing the footage. The main goal was to produce something that could thrive on social media and create excitement amongst Pokémon GO fans – who all look forward to the app’s dedicated Community Days, thanks to the incentives of new Pokémon moves and evolutions, and other in-app bonuses.

JULY: DON’T SKIP OUT!

The Slakoth Community Day video received an overwhelmingly positive response on social media, which meant that we needed to pull something special out the bag for July’s Community Day announcement. It’s a good job we had 13 mischievous Mudkip on-hand!

Continuing the user-generated theme, we took to one of London’s prettiest parks to film wild Mudkip in their natural environment – including in the pond, which meant creating a splash effect using a trusty piece of fishing wire and perplex disc.

The idea was to create the announcement video in an environment that’s completely accessible to Pokémon GO fans around the world, meaning anyone can head down to their local park to seek out and catch Mudkip. Filmed as if it were on a mobile phone, the footage has an amateur-feel, as if any passer-by filmed the Mudkip antics.

AUGUST: WALTZ WITH RALTS

It’s third time lucky, as the ever-elusive Ralts takes the star role for the August Pokémon GO Community Day!

SEPTEMBER: BRANCH OUT WITH TURTWIG

September features the tiny, leafy Pokémon Turtwig! Coming to a park near you this autumn.

We take Turtwig’s back to their natural enviroment in September’s Community Day video by planting them in a leafy suburb of London. Similarily to the Mudkip Commmunity Day video, there’s strength in numbers! A handful of animated Turtwigs make an appearence in September’s video, taking a liking to our actor.

DARK SOULS: REMASTERED

DARK SOULS: REMASTERED

Bandai Namco

Concept & Execution

As HUGE Dark Souls fans, we lept at the chance to work on the trailer for the remastered franchise!

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WORLD OF POKÉMON

WORLD OF POKÉMON

The Pokémon Company

Concept & Execution

We were absolutely thrilled to be asked by Pokémon to once again create an epic CG trailer, following our previous Clio winning creative with them.

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MARVEL PUZZLE QUEST

MARVEL PUZZLE QUEST

D3

Trailer & Key Art

The chaos of war came to both the Marvel universe and Maverick HQ, as we were briefed on Marvel and D3 collaboration Marvel Puzzle Quest. We have been thrilled to work on this prestigious IP!

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Our challenge however, wasn’t defeating a villain or saving the World – it was how to create a cohesive and exciting campaign for Marvel Puzzle Quest’s Civil War event, whilst working with both D3 and Marvel, and a group of established and well-recognised superheroes. So how did we do it?

Our campaign for the gameplay trailer features the main protagonists of the storyline, set up in the midst of epic action. Constantly relating back to the storyline of Civil War, the heroes are just about to clash – and this build up of energy was the main driving force behind our campaign.

As our campaign featured such well-known characters, it was important for the heroes to be, well, in character. At the same time, our brief wanted a fresh new approach to create excitement and establish the event with a distinctive campaign. We kept the heroes using their signature moves throughout, but used a combination of hand-crafted 2D artwork with 3D elements throughout our campaign, creating a cohesive and easily recognisable style.

The Key Art balances this concept; the heroes are easy to recognise amidst the backdrop of destruction and chaos, but are facing off against each other. This composition is complete with the key stars of the storyline, Captain America and Iron Man, taking center-stage.

The Key Art comes to life in our campaign trailer. With a dramatic voice-over staying true to the humour of the Marvel Universe, super slow-motion is used for both a distinctive animation style, and to create a sense of slow build up. Heroes are revealed individually, teasing the viewers, before the energy is released with the reveal of the Key Art.

We chose key phrases from the trailer for the app screenshots that were to both excite the player and demonstrate the features of the game event. Although gameplay imagery was used, we kept to the campaign’s caption style, colours and font to create cohesion. Our app icon ties it all up. New art is used, showing 3 of the Marvel heroes in close-up to draw the viewer in. The 3 characters are all amongst the most popular of the heroes, and also allowed us to use the campaign’s dominant colours – red and blue.

The trailer was released on both D3’s website and Marvel Puzzle Quest’s YouTube channel, with the screenshots, and icon rolling onto the App Store and Google Play soon after.

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WATCH DOGS 2

WATCH DOGS 2

Ubisoft

Influencer Campaign

When Ubisoft came to us with the highly anticipated Watch Dogs 2, we knew that we had the chance to do something special, and building a full race course with the pro’s in a phenomenal location in south London with three awesome YouTubers proved to be just that.

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We wanted to create the true atmosphere of the game, not just replicate the content. The result – an anarchic, fast-paced experience where the promise of the title was implicitly demonstrated in the whir of rotor blades and cameramen desperately ducking for cover.  (Sorry Malcolm!)

Fun, irreverent and firmly unapologetic, we created films saturated with that evocative Watch Dogs tone and got to try our hands as pilots to boot.

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STELLARIS

STELLARIS

Paradox Interactive

Influencer & Social Campaign

What do you get when you throw 6 YouTubers into a hardcore grand strategy game that they’ve never played, with people they’ve never met, and they’re being sabotaged by a veteran player…? Alliances, Betrayals, Destroyed Fleets, and… Xenophobic Penguins?!

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Stellaris, is an epic space exploration game full of diplomacy and war – but Maverick were presented with a problem; the perception of being a niche game that looks difficult to learn for newcomers, sometimes even intimidating strategy gamers. Our aim: challenge that perception, show how fun/rewarding Stellaris actually is, and appeal to both a new audience and the lapsed players.

No problem right..?

Our creative strategy involved focussing on the base game, rather than the DLCs and expansions – creating a multi-cam series of episodes and influencer-specific assets. We researched and selected relevant influencers based on: their personal audiences, the types of games they play on their channels, and most importantly they had to be new to Stellaris (amongst other filters, but we can’t give away all of our secrets)!

In this way, the audience could follow alongside these noob players and learn the ropes with them – it’s reality TV meets space exploration let’s play – it was a big and ambitious campaign!

We enlisted Stellaris expert Matt Hoving (A_Spec) to bring credibility to the series with the game’s core community, knowledge for the new players, and fun in-jokes even for the lapsed players. Be honest, who actually spotted the Blorg?

With our approach we were able to separate slower gameplay with different entertaining storylines, with simple creative episode structures using specific goals, giving every type of audience something to relate to and goals to reach towards.

This campaign showed off the features of the game in a fun and lighthearted context, making the game easier to understand and wholly digestible.

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DRAGON BALL FIGHTERZ

DRAGON BALL FIGHTERZ

Bandai Namco

Concept, trailer, execution

The aim of our recent launch trailer for Dragon Ball FighterZ was to create buzz surrounding the game with an epic campaign. Bring it on!

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We created pre-rolls focussing on the action and story elements of the game – which were shared over Bandai Namco’s social media channels to create hype prior to launch.

Our Launch Trailer was then used to introduce new characters, show off favourites, and demonstrate some awesome gameplay.

Our campaign went on to help DBFZ become the most successful digital console launch for a fighting game of all time – Destructive Finish!

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CRYSIS 2

CRYSIS 2

Electronic Arts

Announcement Trailer, Strategy, Concept, Execution

For Crysis 2, we decided to flex out strategic, creative and production muscles across a variety of assets.

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From producing a ground-breaking and memorable in-engine first look trailer rendered entirely in CryEngine 3, to choreographed and captured multiplayer trailers, to tactical ideas and executions to make the most of a trailer’s release and create added value making-of assets – everything was completed in-house by the Maverick team, from creative concept to delivery, including all music sourcing, arrangement/mastering and licensing.

Benchmarks and expectations were sky-high – we worked in partnership with Crytek in the UK and Germany, and production and marketing teams at Electronic Arts to make sure the first look would blow the audience away – not only with the promise of CryEngine 3’s graphical quality, but by teasing an emotionally engaging experience that would appeal to the new target audience of console owners who were only aware of the game’s hardcore PC reputation.

A late night Times Square sneak peak of the trailer was arranged by Maverick to leverage buzz and interest around the launch of the trailer. Broadcasting a 30 second tease on the jumbotrons generated measurable increase in buzz including a significant increase in Facebook and Twitter followers in the 24 hours before the trailer was even released.

Promax Gold and Silver awards for “The Wall” followed, with over 2m YouTube within 4 weeks. Maverick continued their work on the title with a series of multiplayer trailer assets designed to promote the accessibility of Crysis 2’s MP experience for the new console audience, but also demonstrating depth and quality for the hardcore MP gamer, all directed and captured at Crytek UK.

“The Maverick team were flexible throughout production and demonstrated a variety of skills in a dynamic situation. The result is fantastic.”

Darren Montgomery, Senior Marketing Manager

EA

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POKÉMON TRADING CARD GAME

POKÉMON TRADING CARD GAME

The Pokémon Company

Concept & Execution

Check out a small dive into some of our work with the Pokémon trading card game over the years!

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We’ve had the honour of working with our long term client Pokémon for several years now helping them with their advertising for the trading card game. Check out below some of our highlights (so far)!

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