Home Gallery Video XBOX 360 Mad World XBOX 360: Mad World The human behind the badass. Published on Nov 07, 2006 Editor's Pick Not quite as cheery as the rabid gamer response to the Xbox 360 blockbuster Gears of War is the stark and painfully grim "Mad World" from McCann Worldgroup in San Francisco. Directed by Anonymous' Joseph Kosinski in collaboration with David Fincher and Digital Domain, the spot follows Marcus Fenix, the game's warrior protagonist, through a post-apocalyptic urban landscape as he evades menacing creatures emerging from below. When Fenix takes a wrong turn, he winds up in the lair of an enormous spider-like beast, and despite his heavy firepower his future looks grim. All the while, the plaintive "Mad World," a Tears for Fears song covered by Gary Jules and Michael Andrews, is perfectly in line with the bleakness of the digital environment. "The game is about destroyed beauty," says creative director Scott Duchon. "We wanted to bring emotion to an emotionless character, a big badass hero who has the weight of the world on his shoulders." Rate this Ad You must be registered to rate the ad. Please Login or Register Now About CreditsDateNov 07, 2006Agency:McCann WorldgroupAgency Producer:Hannah MurrayExecutive Creative Director:Rob BagotExecutive Creative Director:John McNeilCreative Director:Scott DuchonCreative Director:Geoff EdwardsCopywriter:Mat BunnellArt Director:Nate AbleDirector:Joseph KosinskiCreative Consultant:David FincherExecutive Producer:Jeff BaronLine Producer:Scott KaplanSr. VP of Production:Ed UlbrichVFX Executive Producer:Lisa BeroudVFX Supervisor:Eric Barbaco-VFX Supervisor:Vernon WilbertVFX Producer:Melanie LaRueVFX Coordinator:Alex ThiesenFlame Artist:Dave SternFlame Artist:Kevin EllisEditor:Russ GlasgowMusical Artist:Michael AndrewsMusical Artist:Gary JulesSound Designer:Stephen DeweyMixer:Loren SilberProduction Company:Anonymous ContentVFX:Digital DomainMix Studio:Lime StudiosSound Design:Machine HeadClient:XBOX 360See more credits Tagsgames GenreVFX/AnimationMusic Latest Creativity News on Ad Age Creativity Top 5: The Best Brand Ideas of the Past Week English and Gartrell Join Deutsch, AKQA Hires Uttley Anomaly Taps Award-Winning Creatives on Dove, Burger King to Lead L.A. Office Related work XBOX 360: Exopolis Welcoming Animation XBOX 360: Lips 'Take Me On' T.A.G.