Agency: More Creative
Product: London 2012 – the Official Video Game of the Olympic Games
Post Production Creative Director: Dan Coster
Producer: Jen Reznick
Editor/ VFX: Miland Suman
Additional Editing/ VFX: Lee Bamsey
Production Assistants: Jon Davey, Ed Stenson
Colour Grade: Tom Balkwill – Dirty Looks
Voice Over: Seth Bennett, Ralph Ineson
Music for ‘London is Ready’ and ‘Olympic Spirit’: Felt Music
Sound Design: Sega Studios Australia/ Richard Nathan – Loco
Live Action Director: Nick Browne
Live Action Producer: Paul Lewis
DOP: Tony May
London is full of Olympic fever and Loco is excited to share the news about our work with More Creative on a series of commercials and trailers for Sega’s London 2012- The Official Video Game of the Olympic Games. The game, developed by Sega Studios Australia is out now and is available on PS3, Xbox 360, and PC.
As part of our co-creative process, we developed treatments with More Creative that would outline a series of narratives to use across the campaign. Loco’s creative team directed our researchers to source archive footage of key moments in a range of Olympic sporting events. These elements helped to guide developers at Sega who could then capture similar rushes of in-game footage to tell the stories of preparation, competition, victory, and celebration. Miland and Dan directed the game play and cameras to achieve the look and feel of a cinematic trailer. With a goal of highlighting as many of the 45 events in the game as possible, that called for a lot of footage.
Our first trailer, ‘London is Ready’, released online in late spring, captured the sense of anticipation among competitors and fans for the upcoming Olympics and the release of video game. The short video, features fly-through footage of the CGI arenas as well as game-play scenes that seem to get inside the athlete-avatar’s head-space as they visualise the perfect execution of their event. It is set to an emotive soundtrack, which we commissioned from Felt Music, and a reading of the poem, ‘The Man Who Thinks He Can’ by Walter D. Wintle. More’s executive creative director, Simon Learman directed VO artist, Ralph Ineson at Eclectic, the audio facility adjacent to our own studio. You can watch the video on YouTube.
The Launch Trailer, ‘Celebration’ premiered on air in the UK and around the world as well as on the Sega micro site just before the game’s release date and includes in-game footage as well as live action shots of a group of young adults having a great time playing the actual game. Working alongside More Creative’s senior account director, Jack Mason, Loco’s extended team — producer Paul Lewis, director Nick Browne, creative director Dan Coster, and DOP Tony May — formed part of an excellent cast and crew (including former Loco producer-turned-make-up-artist Ellie Worthington) to organise and film the gamers on location in Hackney. The launch trailer is available on YouTube.
Our subsequent five commercials were broadcast in the UK, in conjunction with the opening ceremony and some of the key sports- swimming, diving, kierin (cycling), and 100 metres. These ads also show off the video game’s excellent computer graphics and capture the fun of playing along with a group of friends. We are especially excited about our 90-second video, ‘Olympic Spirit’ for which we commissioned Felt Music to compose a bespoke piece of music for the edit and sound designer, Richard Nathan to complete the broadcast mixes. The ‘Olympic Spirit’ video is available on YouTube.
To visit Sega’s micro site, with more game information, videos, as well as an online shop to purchase the game, click here.