Activision 'It's About to Get Real' by 72andSunny

Activision "It's About to Get Real" by 72andSunny.
Activision "It's About to Get Real" by 72andSunny.

Opening performance for video game's return to the stage

Ten years ago, Guitar Hero made its debut on gaming consoles around the world. The Activision game came with a custom controller allowing players to mimic playing a guitar.

After a five-year absence, the game is back and supported by a campaign by 72andSunny.

Guitar Hero was known for its cartoon avatars, many resembling actual musicians. The new trailer shows gameplay as live action. "This isn't what it 'feels' like to play the new Guitar Hero," on screen text says. "This is what it is," the text concludes as the trailer shows actual gameplay.

According to USA Today, at its peak, the Guitar Hero franchise earned $1 billion annually in retail revenue. The new installment hits shelves this autumn.

This is not the first video-game campaign for 72andSunny, which has also done work for the Call of Duty franchise and Prototype 2.

Campaign credits

Client: Activision
Agency: 72anSunny
Chief Executive Officer Activision Publishing: Eric Hirshberg
Chief Marketing Officer Activision Publishing: Tim Ellis
VP of Global Brand Marketing, Head of Digital: Jonathan Anastas
Consumer Marketing Manager: Orlando Baeza
Consumer Marketing Manager: Karen Starr
Partner, Chief Creative Officer: Glenn Cole
Partner, Chief Strategy Officer: Matt Jarvis
Group Creative Director: Frank Hahn
Creative Director/Writer: Tim Wolfe
Creative Director/Designer: Peter Vattanatham
Lead Designer: Garret Jones
Lead Writer: Evan Brown
Designer: Ryan Dols
Writer: Jack Lagomarsino
Director of Film Production: Sam Baerwald
Film Producer: Kara Fromhart
Business Affairs Director: Amy Jacobsen
Business Affairs Manager: Kelly Ventrelli
Junior Business Affairs Manager: Amy Shah
Group Brand Director: Mike Parseghian
Brand Director: Torie Gleicher
Brand Coordinator: Laura Black
Group Strategy Director: Bryan Smith
Group Strategy Director: John Graham
Production Company: Pulse Films UK
Director: Giorgio Testi
Co-Director: Jamie Jackson of Freestyle Games
Director of Production: Claire Wingate
Line Producers: John Bannister & Isabel Davis
Game Developer: Freestyle Games
Jamie Jackson: Co-Director (co-director under Production and Creative Director under FSG)
Jonathan Napier: Projects Director
Mike Rutter: Art Manager
Joel Davey: Producer
Gareth Morrison: Assistant Art Director
Andy Grier: Lead Audio Designer
Jon Newman: Senior Audio Designer
Mike McLafferty: Audio Designer / Licensed Equipment Liaisons
Neil Watts: Lead Animator
Jason Pickthall: Lead Concept Artist
Phil Bale: Lead Environment Artist
Pete Nicholson: Lead Character Artist
David Moulder: Lead Technical Artist
Neil Dodd: Lead UI Artist
Editorial: Spotwelders
Editor: Robert Duffy
Assistant Editor: Sophie Kornberg
Executive Producer: Carolina Sanborn
Producer: Lisa English
Game CG & VFX- Framestore UK
Pedro Sabrosa: VFX supervisor
Alan Woods: CG supervisor
Russell: Horth:
Compositing supervisor
Kate Windibank: Compositing supervisor
Robin Reyer: Lead Technical Director
Liz Oliver: Senior Producer
Helen Kok: Line Producer
Color Grade: Framestore UK
Colorist: Edwin Metternich
VFX & Online Finishing: Framestore LA
Executive Producer: James Razzall
Senior Producer: James Alexander
Production Manager: Eric Kimelton
Flame Artist US: Bruno De la Calva
Sound Design: Human
Sound designer: Gareth Williams
Producer: Jonathan Sanford
Audio Mix: Lime Studios
Executive Producer: Susie Boyajan & Jessica Locke
Engineer: Zac Fisher
Assistant engineer: Kevin McAlpine
Logo Mnemonic Animation: Blind
Tobin Kirk: Executive Producer
Amy Knerl: Head of Production
Greg Gunn: Creative Director
Scott Rothstein: Producer
Daniel Zhang: Animator
Shawn Kim: Animator
Henry Pak: Animator
Ash Wagers: Compositor
Lawrence Wyatt: Designer
Ayla Kim: Designer
Logo Mnemonic Sound Design: Barking Owl
Sound Designer: Michael Anastasi
Head of Production: Whitney Fromholtz
Creative Director: Kelly Bayett

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