Sunset Overdrive was a brand new franchise that needed to be introduced to gamers (ages 18-35). But it was also a very unique title that was completely self-aware ... a game that knew it was a game. So we needed break the fourth wall of marketing in the same way the game broke the fourth wall of gaming. We needed a huge self-aware campaign complete with its own self-aware live-action trailer. We poked fun at game marketing just as the game itself mocked gaming conventions, telling the story of a live-action shoot that should never have been attempted ... because the game was too dangerous to replicate in real-life. Hardcore gamers always remind us that they’d much rather watch gameplay than a live-action trailer in YouTube comments, and so this spot was our tip of the hat to gamers.