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.

Credits

Client
Agency
Chief Executive Officer Activision Publishing
Chief Marketing Officer Activision Publishing
VP of Global Brand Marketing, Head of Digital
Consumer Marketing Manager
Consumer Marketing Manager
Partner, Chief Creative Officer
Partner, Chief Strategy Officer
Group Creative Director
Creative Director/Writer
Creative Director/Designer
Lead Designer
Lead Writer
Designer
Director of Film Production
Film Producer
Business Affairs Director
Business Affairs Manager
Junior Business Affairs Manager
Group Brand Director
Brand Director
Brand Coordinator
Group Strategy Director
Group Strategy Director
Production Company
Director
Director of Production
Game Developer
Jonathan Napier
Mike Rutter
Joel Davey
Gareth Morrison
Neil Watts
Jason Pickthall
Pete Nicholson
David Moulder
Neil Dodd
Editorial
Assistant Editor
Executive Producer
Producer
Game CG & VFX- Framestore UK Pedro Sabrosa
Kate Windibank
Liz Oliver
Helen Kok
Color Grade
VFX & Online Finishing
Executive Producer
Senior Producer
Production Manager
Flame Artist US
Sound Design
Sound designer
Audio Mix
Executive Producer
Engineer
Assistant engineer
Logo Mnemonic Animation
Scott Rothstein
Daniel Zhang
Shawn Kim
Henry Pak
Ash Wagers
Lawrence Wyatt
Ayla Kim
Logo Mnemonic Sound Design
Sound Designer
Head of Production
Creative Director