In this tongue-in-cheek Superior Seminar–part a campaign from BBH NY for Crystal Dynamics and Square Enix–the Hulk provides a how-to on smashing things, an area in which he has great expertise. The comedic Hulk seminar is one of three such tutorials–the others by Iron Man and Mrs. Marvel, respectively–that along with a CG trailer promote the release of the new Marvel’s Avengers video game.
BBH NY enlisted the help of director Jordan Vogt-Roberts (Kong: Skull Island) of RSA Films, visual effects studio Industrial Light & Magic (ILM) and Skywalker Sound for the campaign.
Although the whole team was physically spread apart due to COVID-19, the story inspired them to come together and make something memorable. In the midst of a pandemic that’s forced us to isolate, there couldn’t have been a better time for the Avengers, with a one-of-a-kind game underscoring the point that we’re stronger together.
Credits
Client Crystal Dynamics and Square Enix/Marvel’s “Avengers” Agency BBH NY Rafael Rizuto, chief creative officer; Jonathan Mackler, executive creative director; Lucas Bongioani, group creative director; Diego Fonseca, Scott Cooney, creative directors; Hora Somani, Bruno Francino, associate creative directors; Ben Cascella, sr. copywriter; Lukas Weber, designer; Brooke Kaylor, head of production; Tom Callard, head of planning; Dylan Fauss, strategist. Production RSA Films Jordan Vogt-Roberts, director/exec producer; Buddy Brakha, exec director; Julien Lemaitre, producer; Bryan Chojnowski, associate producer. VFX Industrial Light & Magic Katherine Farrar Bluff, sr. producer; Karen Kelly, associate producer; Jeff White, VFX producer; Scott Benza, animation supervisor; Bruno Baron, CG supervisor; Lauren Fong, production manager; Nick Johnson, associate production manager. Editorial Mackenzie Cutler Ian Mackenzie, editor; Cooper McLane, assistant editor; Gina Pagano, exec producer. Audio Skywalker Sound Al Nelson, sound designer; Gwendolyn Whittle, ADR supervisor; Pete Horner, audio engineer/mix. Sound Design Gypsy Sound William McGuigan, sound design Music Sizzer Music, original composition
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
