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War Robots, formerly known as Walking War Robots, is an action-packed, real-time multiplayer app in which players operate a large robot on a battlefield. The app is accessible to people around the world, and in April 2016, it broke into the top 150 games in the U.S. iTunes app store. When Pixonic, the video game developer, approached us with the goal of connecting family members of all ages through a video game about robots, we knew we’d have fun with this challenge.
Our team knew we needed to create something fresh and not overly produced so that it could be played over a wide range of demographics. We had to be sure not to alienate any of their dedicated gamers while also showing how accepting the gaming community is to new users. Pixonic wanted the spot to run on social media platforms, which would reach not only across generations but various territories as well. This required us to think of an innovative way to communicate their concept of connecting families without dialogue, making the commercial truly universal. We also wanted to take advantage of the fact that Father’s Day was around the same time as the commercial’s release, so we crafted the perfect mission for a father to complete.
The first step was pulling the best team and the right director for this digital project. Ray Zablocki was the obvious choice with his experience directing quirky films including multiple video game promo spots, as well as experience working with children and young adults. Our team collaborated with Pixonic to develop a concept that would hit all the right notes for viewers across various generations without alienating any of their dedicated gamers. We knew we needed to create something fresh and not overly produced so that it could play well on social platforms, one of the main advertisement mediums for the mobile video game community. We also needed to have a spot that could play across various territories without requiring subtitles, hence the mime-style visual comedy. The final concept tells the story of a father and son both playing WWR at the same time while the son is supposed to be studying. The film ends with a comedic twist that unexpectedly brings the two even closer together.
We decided to tell the story of a father and son both playing War Robots at the same time while the son is supposed to be studying. The film ends with a comedic twist that unexpectedly brings the two even closer together. It was, therefore, important to choose a director who had experience both working with kids and directing quirky visual humor, which allowed us to effortlessly hit all the right notes. By telling this narrative through mime-like actions in conjunction with minimal sound design comprised of video game sounds and perfectly timed music, we effectively created a digital commercial that could be enjoyed by viewers around the world, regardless of their language.
What if it were a robot father and son playing Walk War Humans? Coming soon…