APB Reloaded - "APB Reloaded "Be All You Can't Be""

Ayzenberg Group

Ayzenberg Group Pasadena, United States

4911

Brand: APB Reloaded
Country: United States

Advertiser: [a]list games and GamersFirst

Title	APB Reloaded "Be All You Can't Be"
Agency	Ayzenberg Group
Campaign	APB Reloaded "Be All You Can't Be"
Advertiser	[a]list games and GamersFirst
Brand	APB Reloaded
Date of First Broadcast/Publication	2011 / 11
Business Sector	Video Games/Consoles
Tagline	Be All You Can't Be
Story	[a]list games and GamersFirst present “Be All You Can’t Be,” the live action trailer for the popular video game APB Reloaded. Filmed on location in Los Angeles, the spot features action-packed vignettes that begin as filmed scenes and play out as sequences in the game, all the while highlighting the urban warfare that players experience. It also showcases the level of in-game customization at players’ fingertips using a real time transformation effect filmed over green screen where live actors “shed” their looks on the fly. YouTube celebrities Tobuscus, SeaNanners, SMP Films and Katers17 make cameos.
Philosophy	Create a live action trailer to highlight game play features, including open world urban warfare and deep character customization, in the big-budget online video game APB Reloaded. Concept inspired by the positioning and slogan developed for the product by Ayzenberg Group and [a]list games, "Be All You Can't Be."
Problem	Blend live action and game play to create vignettes that begin as filmed scenes and end as in-game sequences. Highlight ability for in-game charactes to drastically change their looks in live action sequences.
Result	One memorable video game trailer.
Media Type	Television
Soundtrack	"Be All You Can't Be" by Chaundon
Music Lyricist	Chaundon
Music Licensing	Ricardo Mireles
Special Effects / VFX	Richard Castro
Special Effects / VFX	Steve Sikorski
Copywriter	Clark Crozer
Creative Director	Jon Menefee
Creative Director	Steve Fowler
Creative Director	Gary Goodman
Executive Creative Director	Eric Ayzenberg
Director	Michael Chaves