Everyone imagines being a Jedi. Running around swinging makeshift Lightsabers and using the Force to save the galaxy. To celebrate the launch of the Star Wars Jedi: Fallen Order, Xbox and Electronic Arts came together to bring that dream to life in “Become a Jedi,” a live action spot that brings this universal truth to life and celebrates both the love of play and Star Wars.
The spot, developed by 215 McCann, tells the story of a young girl with a wild imagination who succeeds in getting her father and his coworkers to put work aside for a moment and find a real connection in the ultimate Star Wars fantasy.
In Star Wars Jedi: Fallen Order, Order 66 has just been executed and gamers take on the role of Cal Kestis, a Jedi Padawan on the run, fighting for his survival. Paralleled in the live action spot, our young hero— a nod to Cal’s character—uses her imagination to transform her father’s workplace into the planet of Bracca while on the run from workers-turned-Stormtroopers.
The story embodies Xbox’s brand ethos of “Jump in,” a celebration of the gaming community as a whole and their shared love of gaming, inviting everyone to join in on the fun.
The cinematic spot was directed by RESET Content’s Garth Davis, who’s known for the Oscar-nominated feature Lion, and DP Matty Libatique whose filmography includes Black Swan, A Star is Born, and Requiem for a Dream. The Star Wars world was brought to life through visual effects and sound design and audio mix by Industrial Light & Magic and Skywalker Sound respectively, who have both done all the Star Wars movies.
Credits
Client Microsoft Xbox/Electronic Arts/Respawn Entertainment/Lucasfilm Ltd. Agency 215 McCann Scott Duchon, chief creative officer; Nichole Geddes, creative director; Gabe Sherman, sr. copywriter; Shawn Raissi, sr. art director; Mandi Holdorf, director of integrated production; Gabby Gardner, sr. producer; Christina Chin, producer; Brian Wakabayashi, director of strategy. Production RESET Content Garth Davis, director; Dave Morrison, managing director; Deannie O’Neill, Jen Beitler, exec producers; JP Colombo, head of production; Megan Moore, line producer; Matthew Libatique, DP; Jay Pooley, production designer; Christine Kohut, makeup; Adelle Gaudet, costume designer; Tom Struthers, stunt coordinator. Editorial Cartel Edit Leo Scott, editor; Matt Berardi, cutting assistant; Collen McKay, assistant editor; Lauren Bleiweiss, exec producer; Samantha Axelrod, producer. Music Blake Robinson, composer; Steve Kaplan, mixing; Gordy Haab, Carl Rydlund, orchestration. Audio Mix/Sound Design Skywalker Sound Steve Boeddeker, sound designer/re-recording mixer; Jana Vance, Foley artist; Frank Rinella, Foley mixer; Dusty Jermier, engineering services; Ivan Piesh, digital editorial support; Jon Null, director of production; Steve Morris, head of engineering; Jon Null, head of production; Josh Lowden, general mgr. VFX Industrial Light & Magic, San Francisco Sherry Hitch, post VFX supervisor; Jonathan Rothbart, onset VFX supervisor; Yimi Tong, VFX associate producer; Jenni O’Byrne, VFX editor; Leandro Estebecorena, CG supervisor; Jill Brooks, exec producer; Delio Tramontozzi, animation supervisor; Philip Barnard, Dave Logan, Nathan Thomas, animators; John Niforos, creature TD; Marla Newell, layout supervisor; Janice Chan, Melissa Mullin, Gurpreet Pannu, Luke Spence Byrd, Xiaoxuan Sun, layout artists; Thomas Bevan, Mihai Cioroba, particle TDs; Shane Roberts, lead generalist-environments; Kevin Page, Adam Watkins, generalists-environments; Kevin Reuter, Yegor Swarovski, lighting TDs. Tigran Badalyan, Michael Conte, Larkin Flynn, Ravi Kasumarthy, YunJung Ko, Alison Lake, Michael Ranalletta, Ronnie Williams Jr., compositors; Michael Van Eps, digital paint and roto supervisor; Beth D’Amato, Robert Dorris, Katie Morris, digital paint & roto artists; Mark Keetch, Mark Marcin, model/texture artists; Katherine Sanchez, associate pipeline TD; Rebecca Norton, Andrew Martin, Lane Howard, Yegor Tesler, coordinators; Jessica Tong, production assistant. FinishingLucasfilm/Lucas Video Production Trisha Brunner, producer/sr. manager, creative content & commercial production; Kevin Parker, sr. manager, technical operations & video asset management; Sean Wells, colorist; Amir Hosseinzadeh, online editor; Janet Lee, coordinator; Rene Castro, production assistant. (Toolbox: Maya, 3dsMax, Nuke) Finishing Lucasfilm/Lucas Video Production Trisha Brunner, producer/sr. manager, creative content & commercial production; Kevin Parker, sr. manager, technical operations & video asset management; Sean Wells, colorist; Amir Hosseinzadeh, online editor; Janet Lee, coordinator; Rene Castro, production assistant.
Johnnie Walker wraps up the year with an inspiring campaign that is a direct and bold response to those who would question the strength of women. Created by AlmapBBDO in São Paulo, Brazil, this anthem film--“Forte São Elas” (“Strong are the Women”) starring actress Alice Braga--references one of the most iconic productions in the brand’s history worldwide:”The Man Who Walked Around The World.”
Produced by Surreal Hotel Arts, directed by Lu Villaça, and featuring an original soundtrack by Cabaret Studio, “Forte São Elas” shows Braga walking as she describes how strength plays an essential role in the daily life of every woman. Whether facing stereotypes or countless other barriers, women are the masters of their own choices and stay true to their journeys.
“The campaign recognizes the emotional strength and resilience of every woman who faces and overcomes obstacles every day, and boldly challenges outdated stereotypes. And when they say that whisky is too strong for women, we will tell them: it’s the women who are strong,” said Andrea Rubim, head of marketing for Johnnie Walker.
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