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Video game trailers whip up frenzied fan passion in a way the world of advertising can only jealously observe. But what can creatives learn from their distant colleagues in the land of the pixel?
Leading up to the launch of Ubisoft’s Watch Dogs: Legion, the creative team at Fire Without Smoke, a London-based studio owned by Keywords Studios, was tasked with a unique approach to the game’s marketing. The entire creative approach was different to industry standard – focusing on an idea and feeling – gaming as a lifestyle, as opposed to your typical game trailers, focusing on gameplay and features. To find out more about the creative direction for the game’s marketing, and about the ‘Reclaim your Future’ trailer, we spoke with Sam Passmore, creative director of Fire Witho...