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Posts Tagged ‘Paul Caiozzo’

PlayStation Vita Brings ‘Assassin’s Creed’ to Life on the Subway

From Deutsch LA comes the above spot for PlayStation Vita, Sony’s latest portable gaming console that, at the lofty price tag of $250, is selling slower than Dreamcast, Sega’s final console before it dropped out of the console-making business completely.

Yes, PlayStation’s pricing model has gotten itself in some financial trouble over the last few years. While PlayStation built up its reputation for having the best video game titles and competitive technology since the release of its first console in 1995, the company got a little greedy with the release of PS3 and PlayStation Vita. Both of these systems are what most gaming experts would agree are the most technologically capable in their respective console categories, but six years after its release, Sony is still refusing to drop the price on the PS3 under $250. Meanwhile, in spite of the Vita’s sluggish sales since it debuted on the international market earlier this year, Sony is still not dropping its price tag. For you to truly understand the above spot for the Assassin’s Creed 3 bundle pack for Vita, you need to understand the position that Deutsch is in.

Unlike the campaign for the PSP, PlayStation’s earlier handheld platform that was marketed to casual gamers, Deutsch is aiming to hit the video game fanatics that are willing to shell out $250 in exchange for constant stimulation at all times. Look at it this way, thieves are probably more likely to rob iPhones on the subway these days instead of foreign-looking, clunky devices. Add to that the promise of a violent murder during your morning commute, and perhaps Sony can move some Vitas during the holiday season without lowering the price. Credits after the jump.

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XBOX Kinect Envisions the Future

Will 2011 be remembered as the “Year of the Great Video Game Spot?” When it debuted last month, it really didn’t look like Deutsch LA’s “Michael” ad for PlayStation 3 would have any challengers for the most memorable spot of the year. That is, of course, until XBOX and agency twofifteenmccann released the above jaw-dropping commercial, “The Kinect Effect.”

As the VO says, XBOX thought turning voice and movement into “magic” via Kinect technology “would be fun. And it was.” Hey, if you’ve ever had the opportunity to play one of XBOX’s sports titles for Kinect, there’s little argument you can make against this statement. But, then we see the same technology used for spiking a virtual volleyball in your opponents’ face used for education, surgery, and disposing of hazardous waste. Add to that a great orchestral cover of the Pixies’ “Where is My Mind?” (probably best known to many as the song that plays during the end of Fight Club), and at the end of the spots’ 77-second run time, all a viewer can muster in response is an awestruck is, to quote lauded thespian Joey Lawrence, “Whoa.”

XBOX portrays Kinect as an idea that can affect a target demo who isn’t clamoring for the next Halo installment. It’s quite a bold statement, and one that we don’t see competitors Sony and Nintendo making with their own gaming platforms. Calling it “visionary” is an understatement, as in “The Kinect Effect,” we see video games change the world. Credits after the jump.

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Another CD Opts for Freelance Life

Guess it’s that kind of week. A day after Publicis & Hal Riney confirmed that it’s losing three creatives to the freelance world, sources familiar with the matter let us know that creative director Paul Caiozzo is also leaving his full-time agency gig at fellow Bay Area operation twofifteenmccann (formerly agencytwofifteen which was formerly T.A.G.) and heading into self-employed mode.

Caiozzo spent the last two-and-a-half years at twofifteenmccann, where he was a CD on campaigns including the “Journey” experiment for Microsoft’s now-dead-and-buried Kin and most recently served as art director on the Halo 4: Awakening effort that saw the return of Master Chief. Prior to twofifteenmccann, Caiozzo spent a few years at CP+B, where he was an ACD on a handful of Burger King projects including “Whopper Virgins.”

Christopher Nolan Never Dreamed of This

The agency formerly known as T.A.G., agencytwofifteen, was asked to come up with a marketing program for pharma brand Help Remedies and here’s one of the end results. One of nine–yes, nine–spots were delivered for the “help I can’t sleep” campaign and the San Francisco-based shop honed in right on dreams (cue Inception music). Actually, these look more like fever dreams (but they’re still more linear than mine) but nonetheless, the 2-1-5 worked alongside Tool of North America and the Lifelong Friendship Society to showcase the nocturnal imaginations of everything from puppies to milkmaids.

Along with the spots (three more after the jump), agencytwofifteen developed a dream recommendation website and  worked with SF/Sweden-based interactive prodco We Are Licious to develop a dream recommendation app that will “record” a person’s dream and post them to Facebook, Twitter, etc. What is the target market, you ask? From our vantage point, it appears to be travelers, business types, insomniacs, etc. as the adverts will be shown on demand in hotels, in-flight, in 24-hour drugstores, on late-night TV, online, on a mobile website and on Duane Reade’s screens in New York’s Union Square.

No totems or kicks were involved in the making of this production. Check out credits and some of the others after jump.

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