Creativity

Activision Asks You to Save Lattes, Puppies and Binge Watching in Funny Destiny 2 Trailer

72andSunny Created Hyper-Localized Films for Different Markets

By Alexandra Jardine. Published on Aug 31, 2017

Editor's Pick

Activision's new trailer for its "Destiny 2" game (released Sept. 6.) asks players to imagine, in a hilarious way, that everything in the world they cherish has gone. That includes skinny no-foam vanilla lattes, binge-watching, the Grand Canyon and puppies.

At the start of the game, Lord Ghaul and the Red Legion have taken everything and forced Guardians from their own homes. To make this relevant to players' everyday life, Activision and agency 72andSunny's global team used cultural research to produce a list of beloved local items in cities such as Munich, Paris, London, Los Angeles, and more, and featured each in hyper-localized trailers for these markets.

Hollywood director Jordan Vogt-Roberts ("Kong: Skull Island") of RSA Films helmed the films, with VFX provided by Framestore. The L.A. trailer, seen here, includes surprise parties, ketchup and mustard, love songs, late night texts and Taco Tuesdays, all of which are seen being blown up in slo-mo in front of their eyes. (In other territories, the lists are quite different: the U.K., for instance, can't bear the thought of losing slippers, fry-ups and roasts, while the French cherish saucisson, tartiflette, bread and macarons, and the Germans currywurst, weisswurst and garden gnomes.)

It's all done with a deft comedic touch; for example, the Grand Canyon explosion hardly touches the place, and the adorable puppies are what gets the hardended warriors all emotional. The Beastie Boy's "Sabotage" provides an energetic soundtrack.

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Credits

Date
Aug 31, 2017
Agency:
72andSunny
Client:
Activision Destiny 2
Director:
Jordan Vogt-Roberts
Production Company:
RSA Films
Chief Executive Officer:
Eric Hirshberg
Chief Marketing Officer:
Tim Ellis
Senior Vice President of Consumer Marketing:
Todd Harvey
VP of Consumer Marketing:
Matt Small
Consumer Marketing Director:
Alonso Velasco
Senior Manager of Consumer Marketing:
Pam Piscitello
Associate Manager of Consumer Marketing:
Edgar Gamez
Chief Executive Officer:
Matt Jarvis
Founder:
Glenn Cole
Creative Co-Chair:
Glenn Cole
Founder:
John Boiler
Creative Co-Chair:
John Boiler
Group Creative Director:
Matthew Curry
Creative Director:
Rob Teague
Creative Director:
Alex Thomas
Designer:
Rob Teague
Creative Director:
Tim Wolfe
Writer:
Tim Wolfe
Senior Writer:
Samuel Moore
Senior Writer:
Armando Samuels
Senior Designer:
Juri Zaech
Senior Designer:
Chase Madrid
Chief Production Officer:
Tom Dunlap
Managing Director:
James Razzall
Senior Producer:
Jeff Yee
Film Producer:
Lydia Sullivan
Film Producer:
Nick Phillips
Director of Strategy:
Bryan Smith
Strategy Director:
Daniel Teng
Strategist:
Jake Watt
Brand Director:
Simon Hall
Senior Brand Manager:
Travis Cross
Brand Coordinator:
Christina Nordin
Partnerships and Legal Director:
Kallie Halbach
Partnerships and Legal Manager:
Jesse Sinkiewicz
Partnerships and Legal Coordinator:
Kelsey Buehler
Destiny World and Characters Created by:
Bungie
Production Company:
RSA Films
Director:
Jordan Vogt-Roberts
Editorial:
Cut & Run
Visual Effects / Telecine:
Framestore
Senior Visual Effects Producer:
Rachel Mariscal Creasey
Visual Effects Supervisor:
James Healy
Finishing:
Jogger Studios
Costumes:
Legacy Effects
Recording Studio / Mix:
Lime Studios
Sound Design:
Formosa Group
Track:
"Sabotage"
Performer:
Beastie Boys
Writer:
M. Diamond
Writer:
A. Horovitz
Writer:
A. Yauch
Courtesy of:
Universal Music Group

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