Announcement Trailer, Strategy, Concept, Execution
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.”
Global Advertising Campaign
Hacking monsters, slashing demons and wisecracking our way through wave after wave of diabolical enemies are some of our favourite things, so we were delighted when Capcom invited us to have a party in hell once again for the triumphant return of Devil May Cry.
Partnering closely with Capcom, we arrived at a tone of voice that would stand out to new audiences, whilst invigorating core DMC fans and Japanese Centric gamers.
Our campaign tagline ‘Back To Raise Hell’ managed to speak to all: raising anticipation & excitement of the fun that’s to be had in the demon world while remaining in-tune with the brand, legacy and heritage of DMC.
To accompany this, we designed a visual aesthetic which would similarly appeal across all audiences – taking influence from the origins of the franchise to generate the interruptive neon titling aesthetic, while also updating key design cues such as the iconic DMC stylish ranks to create an authentic and interruptive reminder of the style and attitude of the game.
We created a broad campaign of executions for the launch, including trailers for Paid Media, Social, Rich Media Banners, Interactive Online Banners, Social Assets for Facebook and Instagram, Out Of Home Digital Assets and Cinema Advertising.
Another key aspect of our role was supporting the UK media team at Capcom – and we worked with Futurenet, Gamespot, LADbible, Amazon and XBOX to create and approve a massive slate of bespoke assets, and to maximise the visibility of the digital content campaign, which was a great success.
In terms of reactivity, our teams were also called upon to update many of the assets at the 11th hour, in order to take into account the incredible reviews that the game was generating – and this was a demanding, but very welcome addition that strengthened the campaign.
We were thrilled to see the game shoot to the No.1 spot in the UK Charts, and incredibly proud to have played a part in the return of another genuine gaming icon to its rightful place amongst gaming audiences.
Get in touch if you’d like to hear how we can help maximise the success and presence of your Digital Campaign – we’d love to tell you more!
Global Advertising Campaign
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
Giant Griffins, Zombie Dragons, Apocalyptic comets hurling from the sky? Yep, that’s right up our street.
Maverick recently teamed up with Creative Assembly and Platige Image to produce an all-out magic-fest for Total War: Warhammer. Being Maverick’s we had an amazing time re-acquainting ourselves with the vast and detailed Warhammer world to concept and produce a trailer that would turn heads, attached to bodies or otherwise.
Recording the unmistakeable voice of Steven Berkoff, Maverick got to work bringing this gigantic IP to life from script to gorgeous CG animation. (Blood for the blood god!)
Ever wondered what goes into an epic, war-ravaged, orc infested, zombie dragony, beast of a trailer? Check out how the magical work from Maverick, Creative Assembly and Platige manifested itself into the highest viewed Total War trailer in history (or Fantasy…)
Featuring Maverick’s very own Seamus Masterson, Creative Assembly’s Rob Bartholomew, Tomek Baginski from Platige and Byron Bullock from Creative Assembly, you will be guided through the Making Of Total War : Warhammer Announcement Trailer.
Global TV, Cinema, Radio Trailers
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.
“… A CHILLING NEW TV SPOT” – DIGITAL SPY
“… SUITABLY HORRIFYING” – MCV
“… USES OLD VIDEO TECHNIQUES FOR NEW FEAR” – WIRED
“… SETS SCENE FOR TERROR” – POLYGON
BLEEDING EDGERegular, Social, Trailers
DARK SOULS: REMASTEREDRegular, Trailers
DRAGON BALL FIGHTERZEsports, Regular, Trailers, Video
CRYSIS 2Regular, Strategy, Trailers, TV, Video
RED BULL ESPORTS ACTIVATIONSEsports, Featured, Social, Trailers, TV, Video
TEKKEN 7Esports, Featured, Key Art, Social, Strategy, Trailers
SPARCEsports, Key Art, Regular, Trailers
LITTLEBIGPLANETKey Art, Regular, Strategy, Trailers, Video
PAC-MAN 256Regular, Trailers, Video