FRONT MISSION EVOLVED
Front Mission from Square Enix is a 15-year-old video game franchise with a loyal fanbase. 2010's Front Mission Evolved was not only the series' first offering for current-gen game consoles, but also a departure from the turn-based tactical role-playing genre on which the franchise was built.
Front Mission Evolved jumps with both feet into the third-person action shooter genre, attempting to capture an entirely new slice of the gaming audience. This posed some tough marketing challenges for Square Enix.
We handled all production aspects of the video marketing campaign. From concept to creation, from game capture to final delivery, Slackcircus created all of the key video marketing assets for Front Mission Evolved.
Our challenge with the Release Date Announcement Trailer was to kill preconceived notions about what it means to pilot large robots (read: slow and lumbering). Square Enix wanted to emphasize the speed of the gameplay and surprising agility of Evolved's wanzers. We decided to focus on broad gameplay themes while featuring the paradoxical combination of heavy destructive power and swift motion. With Slackcircus doing all of the game capture in-house, we were able to craft the perfect gameplay moments to support the direction.
The Announcement Trailer was well-received by both the gaming community and the client -- so well, in fact, that Square Enix decided to make it into a broadcast ad.
We handled game capture and editing for this web video feature, which Haven Interactive designed, built and generally made awesome.
For the final trailer of the campaign, Square Enix presented a concept that drew inspiration from luxury car commercials. We agreed this was a solid direction, but we felt the multiplayer component of the game had been underrepresented thus far. The solution: a stylized trailer that celebrates the instruments of mechanized war and their role within a combat team.
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