Creativity

X Games: Foil the X Games

While it might not be the social networking powerhouse it once was thanks to the likes of Facebook, MySpace is still proving itself a viable music and film marketing platform. The Martin Agency has a new site on the platform promoting the 14th annual

Published on Jul 02, 2008

Editor's Pick

While it might not be the social networking powerhouse it once was thanks to the likes of Facebook, MySpace is still proving itself a viable music and film marketing platform. The Martin Agency has a new site on the platform promoting the 14th annual X Games, which begin July 31st.

Instead of showing standard clips of players, tricks and stunts, the Virginia-based agency created an anti-X Games villain named Darkmane--who looks like Dr. Doom if he was in the WWE--whose goal is to enforce conformity and crush the inventiveness associated with the X Games.

Fans and MySpace registrants can get their fill of Darkmane (actually played by Upright Citizens Brigade's John Gemberling) through a series of three challenging games which will roll out weekly until the 14th, Darkmane TV, which shows a montage of skater and biker fumbles and foibles,
the hard rock-blasting Darkmane radio player, wallpapers, AIM icons and his blog entries.

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About

Credits

Date
Jul 02, 2008
Client:
X Games
Agency/Design:
The Martin Agency
Design:
MySpace
Creative Director:
Rob Schapiro
ACD/Copywriter:
Dave Gibson
Senior Art Director:
Michael Carpenter
Producer:
Valerie Battenfeld
Interactive Program Manager:
Eric Hanson
Interactive Technical Producer:
Paul Seward
Game Development:
Jason Oda

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