Xbox Case study A Legendary by twofifteenmccann San Francisco

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A Legendary

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Industry Video Games/Consoles
Media Case study
Market United States
Agency twofifteenmccann San Francisco
Chief Creative Officer Scott Duchon
Creative Director Neil Bruce
Art Director Tor Kologlu
Copywriter Andy Holdeman
Production Biscuit Filmworks
Director Isaiah Seret
Released April 2018

Credits & Description

Game: Sea of Thieves
Client: Microsoft Xbox / Sea of Thieves
Senior Director, Xbox Global Marketing Communications: Taylor Smith
Director of Marketing: Julie Lowe
Lifestyle and Pop Culture Marketing: Kumar Manix
Product Marketing Lead: Lisa Humphries
PR lead: Shon Damron
Agency: 215 McCann
Chief Creative Officer: Scott Duchon
Creative Director: Neil Bruce
Copywriter: Andy Holdeman
Art Director: Tor Kologlu
Director of Integrated Production: Alex Spahr
Executive Producer: Jeremy Arth
Director of Business Affairs: Mary Beth Barney
Business Director: Peter Goldstein
Management Supervisor: Bryant Marcia
Senior Account Executive: Ben Blaska
Assistant Account Executive: Monisa Lu
Director of Strategy: Brian Wakabayashi
Strategy Director: Cassidy Wilber
Production Company: Biscuit Filmworks
Director: Isaiah Seret
Executive Producer: Jeff McDougall
Line Producer: Andrew Travelstead
Editorial: Beast
Editor: Connor McDonald
Producer: Jeff Bielat
Executive Producer: Jon Ettinger
Telecine: Company 3
Colorist: Dave Hussey
VFX and Finish: JAMM
VFX Supervisor/ Lead Compositor: Jake Montgomery
VFX Supervisor / Lead CG: Andy Boyd
Flame Artist – Brian Hajek
Flame Artist – David Hernandez
Flame Artist – Mark Holden
Flame Artist - Michael Vaglienty
Lead CG Artist – Brian Burke
CG Artist – Zachary DiMaria
CG Artist - Stew Burris
CG Artist - Jamie Ohara
CG Artist – Joel Durham
Matte Painting – Maxx Burman
Executive Producer: Asher Edwards
Production Coordinator: Justine Pregler
Mix: Lime Studios
Engineer: Jeff Malen
Sound Designer: Michael Anastasi
Production Company: BeCore
Additional credits: Preeya Patel, Arielle Pratt, Jen Martin
Live Streaming Agency: Attention Seekers, Mark Bishop
Published: March 2018
Sea of Thieves is a new shared-world adventure game developed by Rare for Xbox One and Windows 10 PC.
In this new world, legends aren’t born. They’re forged through beginner’s luck, happy accidents, daring deeds, and, sure, even the occasional epic failure. Players who set sail in Sea of Thieves unfurl their own unique pirate legends.
A game of legends requires a legendary ad campaign so we decided to start things off with a bang. Literally. We partnered with Microsoft’s Lifestyle Marketing team to shoot David “The Bullet” Smith out of a cannon 195 feet and set a Guinness World Record for “Greatest Distance Travelled as a Human Cannonball.” A man was launched to launch our campaign.
Then, to honor the most ridiculous deeds and unexpected accomplishments in this shared-world, we created a huge pirate museum. We enshrined real players as certified legends of a weird open sea. And everyone’s favorite treasure hunter, Sean Astin, guiding tour groups in the Museum of More Pirate. Eight unique videos bring different game elements to life online and in movie theaters near you.