EA
Building brands amongst passionate believers
Brief
We were asked to create a trailer for Bulletstorm, an 18+ first-person shooter launched on Xbox 360, PS3 and PC. Stringing together brutally rewarding combos is the beating heart of Bulletstorm, but had lead to a misconception that the game was difficult to play. We needed to create an educational trailer that communicated the ease and enjoyment of playing.
Approach
In a market saturated with similar FPS titles, we saw a clear gap to exploit. Bulletstorm throws out every convention of playing the victim, skulking behind walls and evading bullets. Here, the gamer takes the fight to the enemy and it was this pleasure in annihilation we chose to leverage.
Solution
With a support line of ‘Kill with skill’, we created a trailer that demonstrated practically - but creatively - how easy it is to play. We didn’t want to lose the sheer exhilaration of the game with functional ‘How to play?’ messages so we ensured they were wrapped in a personality-driven style, reflecting the game’s spirit.
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