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XBOX 360: Mad World

The human behind the badass.

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."

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About

Credits
Date
Nov 07, 2006
Agency:
McCann Worldgroup
Agency Producer:
Hannah Murray
Executive Creative Director:
Rob Bagot
Executive Creative Director:
John McNeil
Creative Director:
Scott Duchon
Creative Director:
Geoff Edwards
Copywriter:
Mat Bunnell
Art Director:
Nate Able
Director:
Joseph Kosinski
Creative Consultant:
David Fincher
Executive Producer:
Jeff Baron
Line Producer:
Scott Kaplan
Sr. VP of Production:
Ed Ulbrich
VFX Executive Producer:
Lisa Beroud
VFX Supervisor:
Eric Barba
co-VFX Supervisor:
Vernon Wilbert
VFX Producer:
Melanie LaRue
VFX Coordinator:
Alex Thiesen
Flame Artist:
Dave Stern
Flame Artist:
Kevin Ellis
Editor:
Russ Glasgow
Musical Artist:
Michael Andrews
Musical Artist:
Gary Jules
Sound Designer:
Stephen Dewey
Mixer:
Loren Silber
Production Company:
Anonymous Content
VFX:
Digital Domain
Mix Studio:
Lime Studios
Sound Design:
Machine Head
Client:
XBOX 360

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