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User:GeeJo/Sandbox/The Life

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The Life
AgencyT.A.G.
ClientMicrosoft
LanguageEnglish (text)
Hungarian (speech)
Welsh (lyrics)
Running time150 seconds
Product
Release date(s)September 7, 2009 (2009-09-07)
Directed byRupert Sanders
Music byHuman
Production
company		Morton/Jankel/Zander
Produced byEric Stern
CountryUnited States
Preceded byBelieve

The Life is a television and cinema advertisement launched in 2009 by Microsoft to promote the Xbox 360-exclusive video game Halo 3: ODST in the United States. The 120-second piece follows a young soldier through enlistment, training, and battle. The Life was created by advertising agency T.A.G., an offshoot of McCann Erickson. Production of the commercial itself was handled by production company Morton/Jankel/Zander (MJZ). It was directed by Rupert Sanders, and post-production was conducted by Asylum. The commercial, and its associated campaign, proved hugely successful; on the week of its launch Halo 3: ODST became the top-selling game for the Xbox 360 worldwide, and over 2.5m copies were sold within the first few weeks of release. The Life went on to win a number of honours from the advertising and entertainment industries, including two Clio Awards and a Gold at the 8th Annual Visual Effects Society Awards.

Sequence

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Woo, explosions, woo.

Production

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Background

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In 1999, Microsoft made the decision to consolidate its marketing efforts with a single advertising agency, after several years of partnership with different agencies for each of its product line. They entertained pitches from each of the agencies on their roster, and ultimately assigned the global account to McCann Erickson.[1] Two years later, after the launch of Microsoft's first video game console, the Xbox, McCann was assigned the task of promoting what would become the "killer app" of the Xbox, the video game Halo: Combat Evolved.[2] The launch campaign (titled Saviour) was hugely successful, selling over five million copies of the game worldwide.[3] The success of Halo: Combat Evolved led to a series of sequels and tie-in merchandise including books and action figures.

In 2007, McCann launched a multi-platform global advertising campaign titled Believe to promote the latest game in the Halo series, Halo 3. Believe proved a tremendous popular, critical, and financial hit. Over £84m of sales were made on the first day of release alone, the highest-grossing opening sale of an entertainment product ever.[4] Believe received dozens of awards from the advertising community, including eight Clio Awards,[5] Best in Show at the ANDY Awards,[6] and two Grand Prix (for Film and Integrated campaigns) at the Cannes Lions International Advertising Festival,[7] the most prestigious awards ceremony in the advertising industry.[8] According to the Gunn Report, Believe was the second-most-awarded integrated advertising campaign of 2008, behind Earth Hour for the World Wide Fund for Nature.[9]

Filming

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In early 2009, McCann received a brief to create a new campaign for the latest entrant into the Halo series, a first-person shooter called Halo 3: ODST. It would be the first game in the franchise not to feature the series' protagonist, Master Chief.[10] McCann returned with a pitch for a campaign in the same vein as Believe, aiming to humanise the soldiers featured in the Halo universe. The project was greenlit, and McCann brought back several collaborators from Believe to handle this new campaign, now given the working title of The Life.

Director Rupert Sanders, known for his work with production company MJZ on campaigns such as Lava for Guinness and Great Return for Nike, Inc.,[11] was given five weeks to produce the commercial, with three days set aside for filming.[12] Several locations were scouted for shooting, with an eye towards an "Eastern Bloc" aesthetic. These included several areas around Chernobyl, Ukraine. However, the tight schedule precluded using locations too distant from one another for different scenes and, in the end, three spots outside of Budapest, Hungary were settled upon: the cooling tower of an active nuclear power station was dressed to act as the backdrop to the opening funeral scene; an open-pit coal mine served as the setting for the battle scenes, and an abandoned aluminium factory was used to stage the closing funeral scene.[12]

Sanders drew inspiration for the shooting style and aesthetic of the commercial from a variety of sources, including news footage from journalists embedded with military forces in Afghanistan, and Russian feature films such as Stalker (film) and Come and See.[12] To keep the details within the commercial consistent with established Halo canon, the creators of the Halo series, Bungie Studios, provided Sanders with information on aspects ranging from appropriate fur colour and rank insignia for the Brute, to the armour and weaponry of the ODST soldiers.[13]

Post-production

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With filming complete, MJZ contacted post-production company Asylum to begin work on the substantial visual effects component of The Life. The team, which tripled in size as the scale of the work required became apparent, were given a deadline of three weeks. Work on the opening funeral scene was relatively easy, requiring the creation of only minor elements such as additional tombstones in the foreground and colour correction on the actors. The same was true for the training sequence, where only minimal tracking work and compositing of matte backgrounds was required. The bulk of the video effects work was in the battle sequence. This ranged from simple work such as wire removal to the creation of dynamic lighting and reflections from visors and armour, to particle effects for the background smoke and dust, plasma weapon fire and alterations to some of the filmed explosions to lend them the appearance given to plasma explosions within the Halo games. While the Brute was animatronic, minor adjustments such as scaling and the improvement of fine muscle movements of the creature were made. Other elements, such as the Banshee aircraft and the drop-pods, were created entirely through the use of CGI. Software used by Asylum included Nuke for compositing, Maya for animation, RenderMan and Mantra for rendering, SynthEyes for tracking, Silhouette Pro for rotoscoping work, and Flame.[14]

The Life was scored by Gareth Williams, a composer for Human Worldwide. The music was created specifically for the piece, and featured a wide variety of instruments. percussive elements included military snare drums, a hand drum, Samoan log drums and stones tapped against one another. These were joined by a Great Highland Bagpipe and traditional string orchestration such as a double bass and cello. Vocals were provided by Kathy Fisher who, despite not being a native speaker of the language, sang the Welsh lyrics provided by Williams.

Release and reception

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The Life premiered online as a 90-second cut on 4 September 2009, on both the social networking website MySpace and news and review website IGN.[15] This was followed by its first appearance on U.S. national television as a 150-second spot three days later, during a commercial break in Spike's airing of World War II miniseries Band of Brothers.[15] Additional 90-second spaces were purchased on a variety of television networks, including Adult Swim, Comedy Central, ESPN, FX, G4, History, and Spike.[16] The Life was made available for download through Xbox Live on 8 September,[15] and continued to air on television through the release of Halo 3: ODST on 22 September and into the Christmas period.[17] The launch was accompanied by print advertisements and a new interactive website featuring a making-of documentary for The Life, interviews with the director and other crew members, and an unaired scene cut from the ending of the commercial, as well as interactive elements exploring features of the game itself, such as an "evaluation" application offering profiles on several of the game's characters.[15]

The commercial, and its associated campaign, were a huge popular, critical and financial success. Upon its release on 22 September, Halo 3: ODST immediately became the best-selling title for the Xbox 360 worldwide.[18] Within two weeks, over 2.5m copies had been sold.[19] The Life went on to win a number of awards from the advertising and television industries, including honours from the Visual Effects Society Awards,[20] the ANDY Awards,[21] and the Clio Awards.[22]

shortlisted for production design, direction, cinematography, best use of music (and in the entertainment and leisure section of film category) at cannes - http://www.canneslions.com/work/craft/, http://www.canneslions.com/work/craft/



References

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  1. ^ Cuneo, Alice Z; "McLaren's big mission: Make McCann deliver for Microsoft", Advertising Age, May 2004.
  2. ^ Craig Glenday, ed. (2008-03-11). "Hardware History II". Guinness World Records Gamer's Edition 2008. Guinness World Records. Guinness. p. 27. ISBN 978-1-904994-21-3.
  3. ^ "Halo 2: One Year Later", Bungie.net, 9 November 2005. Retrieved 2 June 2010.
  4. ^ "McCann Erickson scoops APG Grand Prix for Halo 3 campaign", Campaign, 9 October 2009. Retrieved 2 June 2010.
  5. ^ Solman, Gregory; "T.A.G. Is 'It' for Halo 3 Team", Adweek, 22 May 2008. Retrieved 2 June 2010.
  6. ^ "Industry news and people moves", Boards, May 2008.
  7. ^ Nettleton, Kate; "Gorilla shares film Grand Prix at Cannes", Campaign, 21 June 2008. Retrieved 2 June 2010.
  8. ^ "Fewer ads entered at Cannes Lions as fewer people attend", USA Today, 24 June 2009. Retrieved 2 June 2010.
  9. ^ Gunn, Donald; The Gunn Report and Showreel of the Year (2008), Flaxman Wilkie.
  10. ^ Find one
  11. ^ Fera, Rae Ann; "The Problem Solver", Boards, May 2003.
  12. ^ a b c Ritchie, Kevin; "Xbox’s Halo franchise gets a human face in “The Life”", Boards, September 2009.
  13. ^ "Behind the scenes: The Life", Team Xbox, 30 September 2009. Retrieved 5 June 2010.
  14. ^ Montgomery, John; "The Halo Life" (interview with Rob Moggach), Fxguide, 31 January 2010. Retrieved 5 June 2010.
  15. ^ a b c d Eddy, Andy; "Microsoft Unveils Halo: ODST Live-Action Ad", Team Xbox, 4 September 2009. Retrieved 5 June 2010.
  16. ^ "The Work", Campaign, 9 September 2009. Retrieved 5 June 2010.
  17. ^ Kemp, Ed; "The Halo effect: can a top videogame sell without its protagonist?", Campaign, 22 September 2009. Retrieved 5 June 2010.
  18. ^ Cowan, Danny; "Saling The World: Halo 3: ODST Tops Worldwide Xbox 360 Sales, Gamasutra, 25 September 2009. Retrieved 5 June 2010.
  19. ^ Snider, Mike; "Video game 'Halo' spins off books, action figures and more", USA Today, 6 October 2009. Retrieved 5 June 2010.
  20. ^ "8th Annual VES Awards Winners", Visual Effects Society, 28 February 2010. Retrieved 5 June 2010.
  21. ^ "2010 Winners: TV (over 30 seconds)", The ANDY Awards (2010). Retrieved 5 June 2010.
  22. ^ "Clio Awards Winners 2010: Television/Cinema/Digital", Clio Awards (2010). Retrieved 5 June 2010.
[edit]
  • [ The Life] at X website
  • [ Making of The Life] and X website
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