View Full Version : Gasket Basks In The Afterglow Of Fallout® 3 Viral Launch For AKQA

01 January 2009, 09:57 PM
Animation Production Company Helps Create Simulated Commercial Content for which helps kick off launch sales of $300M.

Minneapolis, MN – (January 5, 2009) -- To launch Bethesda Softworks’ Fallout® 3 innovative agency AKQA turned to animation and design company Gasket to help produce a series of original promotional commercials seeded as virals and presented on the rollout website: The site is a carefully rendered retro-futuristic 1950’s world as delivered through the screen of a television, complete with spots that represent key content in the game which takes place in the “Capitol Wasteland” in and around Washington DC. With this innovative approach as the lynchpin of an integrated marketing campaign, Fallout 3 enjoyed record sales at launch, with 4.7 million units of Fallout 3 shipped worldwide in week one, representing retail sales in excess of $300 million.

Gasket, who previously collaborated with AKQA on a series of video game-related projects, was brought in for early production discussions during which time the team was introduced to the intricacies of the world of Fallout® 3 including the history of the game. Integral to the project was the ability to carefully craft material that would reflect this 1950’s future-vision aesthetic complete with authentically styled production approaches. To that end, agency AKQA conducted copious research about era-specific advertising, providing Gasket and the other production partners with a detailed style guide including pacing, line weight, copywriting style and the like. Gasket also delved deep into the milieu, reviewing government history reels and various classic spots available online. These sources were shared with the agency, adding to an ever-growing resource pool.

Gasket was responsible for various levels of creative, applying animation and visual effects to both vignettes and complete pieces. For each, the Gasket team had to constantly reverse engineer its approach, working in an often counter-intuitive way to get the desired result, complete with halting transitions, jump cuts the animation style popular in the day. In addition to complete deliverables, Gasket also supplied AKQA with a collection of assets to be used to integrate the spots into the site, and transition from original site content to in-game footage of Fallout® 3. The complete effort required intense collaboration between AKQA, Gasket, music company Sacred Noise and sound design company BWN.

“This was an amazing project on many levels, from the scope and vision to the way in which we worked together,” says Gasket Creative Director Greg Shultz. “AKQA embraced the idea of early involvement and while they had a very distinct direction and concept, the agency team welcomed and encouraged our ideas, creating a creative dialogue that boosted the level of the work to new heights.”

Client: Fallout® 3, Bethesda Softworks

Web Experience Site Content Commercials:
"That's Right Abe", "Growing Up", "Tickets Please", "Jimmy & the Fatman", "Tomorrow’s Technology Today #37,” "The Other Guys", "I'm a Housewife"

Agency: AKQA

Production Company: The Ant Farm

Visual Effects & Animation: Gasket Studios
Creative/VFX Director: Greg Shultz
Animators: Brad Jacobson, Matt Ebent, Elisa Takagi, Justin Greiner, Nate Dorn, Dan Helgemoe, John Zilka
Producer: Tammy Kimbler Weber

Music Production: Sacred Noise

Sound Design: BrahmstedWhiteNoise
Sound Designer: Carl White

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