Activision 'How Far Will We Go?' by 72andSunny

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Activision "How Far Will We Go?" by 72andSunny.
Activision "How Far Will We Go?" by 72andSunny.

Video game trailer presents a documentary-style future dystopia

Author, inventor and futurist Ray Kurzweil has stated for decades that robotic limbs and brain implants would be the norm in the mid 21st century. Scary, right?

A trailer by 72andSunny for new video game installment "Ember" in the Black Ops 3 franchise portrays such a Kurzweilian future.

The game, set in the year 2065, features a sci-fi premise of bionic "super soldiers." The web video shows future events such as biologically augmented athletes and protests against technological advancements.

An Edward Snowden analog explains that it's likely the US government of 2065 has more advanced technology than the public sector, setting up the premise of the military themed video game.

72andSunny has done creative work for several video game franchises including Guitar Hero.

Campaign credits

Client: Activision
Agency: 72andSunny
Chief Executive Officer: John Boiler
Chief Creative Officer: Glenn Cole
Chief Strategy Officer: Matt Jarvis
Executive Creative Director: Frank Hahn
Creative Director, Writer: Josh Fell
Creative Director, Designer: Rey Andrade
Lead Writer: Jed Cohen
Sr. Writer: Kako Mendez
Sr. Designer: Robbin Ingvarsson
Strategy Director: John Graham
Sr. Strategist: Daniel Teng
Chief Production Officer: Tom Dunlap
Director of Film Production: Sam Baerwald
Executive Producer: Dan Ruth
Producer: Shannon Worley


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