Cannes Lions

Time to Play

adam&eveDDB, London / SONY / 2020

Film
Film

Overview

Entries

Credits

Overview

Execution

In this thrilling spot for PS4 the key was ensuring the game characters retained their game-like quality so that they would be visually distinct from the people inhabiting the real world, but also realistically integrated into the environments at all times whilst still maintaining their IP integrity. This was a fine line to navigate.

The final shot, the tidal wave of game characters and regular people charging forward showcases the vast number of assets that were rigged, shaded, groomed, and animated for this spot. The shot includes over 25 CG characters and vehicles, all of which needed to be meticulous replicas of the existing publisher IP and animated in a fashion true to each individual IP

Cinematic trailers were used as a reference to match the look and behaviours of the characters to as closely as possible. The key was nailing the subtle details that only true fans would notice.

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