Super model Kate Upton offers an alluring invite to gamers to play Game of War: Fire Age, helping soldiers conquer a seemingly invincible fire breathing dragon in the process.
Method Studios served as VFX house on this spot which was directed by Gary Shore via Anonymous Content.
Visual Effects/Animation: Method Studios, Los Angeles Benjamin Walsh, sr. VFX supervisor; Lisa Goldberg, VFX producer; Brian Burke, CG supervisor; Ian Holland, Brandon Nelson, compositing supervisors; Keith Roberts, animation supervisor; Stephanie Gilgar, exec producer. (Toolbox: Maya, Massive, Mari, Vray, Zbrush, Houdini, Mantra, Photoshop, Nuke, Flame) Agency: Untitled Worldwide, New York Production: Anonymous Content, bicoastal Gary Shore, director
Cannes Gold Lion Film Craft winners “Robbery” and “Funeral” for AXE deodorant were standout ads last year, adroitly blending humor with the brand’s signature edge.
Now, creative agency LOLA MullenLowe in Madrid reunites with Belgian directing duo Lionel Goldstein (Joe Vanhoutteghem and Koen Mortier) to deliver a new campaign for AXE, which explores the theme of sweetness but with an unexpected twist. “The Power of Sweetness” campaign spots subvert traditional notions of charm and kindness, offering a version of “sweet” that’s quite a departure from the norm, staying true to Axe’s playful, irreverent tone while keeping audiences laughing.
In this spot titled “Dog,” man’s best friend is anything but, jealous of an AXE body fragrance-wearing gent who’s courting the canine’s beloved woman owner. We see how sweetness can turn sour when dog takes sweet revenge on the woman’s beau.
Repped by Slim Pictures in the U.S., Lionel Goldstein directed the latest package of AXE spots via Belgium-headquartered production house CZAR.
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