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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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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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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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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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RED BULL ESPORTS ACTIVATIONS

RED BULL ESPORTS ACTIVATIONS

Red Bull

Global Advertising Campaign

Maverick partnered with Red Bull to promote the brand (and sell cans) within the world of video gaming and esports across a variety of projects, setting an example for brands looking to engage within the space.

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Case Study: Mobile Esports Open

The Mobile Esports Open by ESL (MEO), a Red Bull mobile games tournament designed to engage both competitive and casual, mobile gamers with online and offline events culminating in the crowning a world champion. Maverick’s consulted around the communication strategy to create consumer awareness of MEO, link with the Red Bull brand and drive can purchases. Our “Open to All, Won by One” campaign proposition was brought to life with an Announce Trailer execution to promote the competition internationally to a broad and inclusive audience. As a piece of activity, the mobile tournament gave Red Bull a platform to partner with other gaming brands (Clash Royale, Arena of Valour and ESL) and extend awareness amongst consumers mobile while at the same time aligning with brand perception within esports generally.

Case Study: Level Up

With many different pieces of brand activity, sponsorship and initiatives, Maverick created a communication campaign for Red Bull to bring together and celebrate the range of gamers, athletes and communities the brand is involved with across the globe within gaming and esports. Under the banner of “Level Up”, Maverick produced a multi-execution video content campaign to present the brand’s participation in gaming and positioning Red Bull as an energy drink brand in an authentic way.

Case Study: Part of the Game

Part of the Game is a docu-series created by Red Bull, exploring the world of esports. Our brief was to leverage the authenticity of the documentary series and Red Bull’s association with it, bringing it to the attention of gamers, non-gamers and esports fans. Following our strategic consultancy, we developed an authentic, engaging and interactive social campaign with video executions to encourage gamers to interact and engage with the content

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TEKKEN 7

TEKKEN 7

Bandai Namco

Social Media Strategy & Launch Trailer

Tekken is one of the most iconic fighting game series, so when Maverick were briefed to work on the campaign for Tekken 7’s much anticipated release, we were just fighting to get started!

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The challenge face was to take Tekken and open it up to a new wider and broader gaming audience making it more accessible to those who hadn’t played the game previously, but also whilst maintaining the appeal and respect of the hardcore Tekken fans.

Maverick’s creative came up with the idea to position the fighting game as a casual and social game which can be shared amongst friends. The execution consisted of a story trailer summarising the complex 20 years backstory of Tekken to a western audience, and a launch trailer which evolved around a #TEKKENPARTY being enjoyed both at the party venue and live across different social media channels.  The disruptive and unique live action trailer stimulated interest prior to launch with a 30 second teaser creating hype around #TEKKENPARTY, and including cameos from influencers such as NormanGenius and ComedyShortsGamer. Oh and of course… it’s packed full of Tekken Easter Eggs!

Buzz was created before and on launch day across major social media channels which resulted in helping take Tekken 7 to reach No.1.

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SPARC

SPARC

CCP Games

Trailers & Key Art

We partnered with CCP and the Atlanta studio delivering the campaign on their new VR game Sparc which was first announced at GDC in 2017.

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It’s been a really interesting campaign to work on; CCP have a great reputation for VR games already and Sparc represents something entirely different and new in the form of “VSport”;  a  full body VR experience where players use their motion controllers to throw/serve projectiles at one another, while deflecting and blocking incoming ones.

Working closely with the CCP team and the Atlanta Studio Maverick helped to shape the positioning and how to present the game in the advertising.  Our idea was to draw on the similarity of the new VR game to that of real life sports and positioning Sparc as a legitimate sport in it’s own right.  Once we got to play the game it was great to experience that this proposition was genuinely delivered – the game was such immense fun to play, simple to pick up, hard to master and we had the whole Maverick team totally immersed in a great new VR experience.

The campaign starts with a Live Action & Game Captured Announce Trailer, and a Key Art concept that involved us casting real sports players and transposing them within the world of the game.  We shot the ad with director Karel van Bellingen and photographer Dean Northcott.

The next step of the campaign involved a Captured Gameplay trailer for E3 2017 which revealed Sparc will be first be released on PSVR. Similar to the captured sequence in the Announce Trailer, we used the debug camera to show a wide range of movement and physical commitment necessary from the player to engage in this ”VSport”.

We’re delighted with how it’s turned out and as there’s more to come in the campaign we’re looking forward to both working and playing more with Sparc!

“Maverick didn’t just make a trailer – they partnered with us to bring our game to life for customers. With Sparc, we were doing things that had never been done before. Maverick understood that right away and embraced it.”

Ryan Geddes, Senior Brand Director

CCP Games

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LITTLEBIGPLANET

LITTLEBIGPLANET

Media Molecule

Cinematics, Tutorials & Trailers

On every release we have worked hard to create a balance between imparting detailed information and ensuring that the tutorials are always fun and entertaining.

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A relationship that’s lasted for over 5 years, spanned 5 different titles and now extends to an LBP production “family” that includes 3 other development teams to date began in 2008, before the world had heard of Sackboy, when Maverick were working alongside Media Molecule on the creative development, design and production of 60 tutorials for the release of LittleBigPlanet for PS3.

Scripting, storyboarding, directing and finishing all tutorials, we worked in close partnership with the development and production teams to manage fluid schedules, functionality changes, daily build updates, stakeholder approvals and localisation co-ordination across all territories. Our in-game involvement is rounded off by beautiful live action sequences that transport the player from the everyday world to one of imagination and possibility, all voiced with the dulcet tones of Mr Stephen Fry.

On every release we have worked hard to create a balance between imparting detailed information and ensuring that the tutorials are always fun and entertaining. Understanding the LittleBigPlanet brand was vital in order to create tutorials and intro sequences that were always consistent with the style and tone of the game. Our relationship with Media Molecule was a key factor in this, and we have worked closely with them, Sony ExDev production teams and 3rd party developers such as Tarsier, Double Eleven and Cambridge Studios on each release to define and develop the video assets that have become such an importantand integral part of the LittleBigPlanet experience.

Our intros and tutorials receive special mentions in reviews for making the potentially daunting creation experience so much easier. And we’re very proud that our logo and credits appear on each release.

“We have been known to call them the Maverick Angels.”

Siobhan Reddy, Studio Director

Media Molecule

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PAC-MAN 256

PAC-MAN 256

Bandai Namco

Mobile Campaign & Key Art

Pac-Man 256 mobile campaign won Best Mobile Campaign at the Game Connection Europe 2015 Marketing Awards.

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We don’t know about you, but we’ve spent a lot of time recently running from Pinky, Inky, Blinky and Clyde.

We’re talking, of course, about the infamous ghosts from iconic arcade Pac-Man.

Inspired by the infamous Pac-Man level 256 glitch, Pac-Man 256 is an endless runner for mobile with the retro nostalgia of the original game, but also boasting brand new features. It was up to us to show both these elements in the new assets for the launch of the campaign.

We started with the announcement trailer, a CG trailer designed to show viewers that Pac-Man and the ghosts were back. And with them, comes (intentionally this time,) the threat of the glitch. The launch trailer continued this idea, whilst also demonstrating one of the new power-ups offered in the game with some light-hearted humour.

In addition, we designed the app icon, key art and created screenshots to show the most exciting elements of the game.

November 2015: Pac-Man 256 mobile campaign won Best Mobile Campaign at the Game Connection Europe 2015 Marketing Awards!

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ALIEN: ISOLATION

ALIEN: ISOLATION

Sega

Global TV, Cinema, Radio Trailers

We had the pant-wetting pleasure of creating and delivering the TV, cinema and radio campaign for SEGA and Creative Assembly’s ‘Alien: Isolation’.

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If you haven’t already played it yet, we humbly suggest you do – because it delivers on its promise of making you feel like you are at the heart of this iconic world in a way that none of the previous games in the franchise has been able to.

We played through an early build in the office, and the visceral sense of tension punctuated by extreme terror made us jump even in broad daylight – and we were determined to convey this through the campaign creative.

Working intensely alongside SEGA and CA, we delivered a broad range of dynamic content across Europe and the US, helping to cement the already heightened sense of anticipation in gamers worldwide.

Critical Reception:

“… A CHILLING NEW TV SPOT” – DIGITAL SPY

“… SUITABLY HORRIFYING” – MCV

“… USES OLD VIDEO TECHNIQUES FOR NEW FEAR” – WIRED

“… SETS SCENE FOR TERROR” – POLYGON

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