worked back from those hard stop dates. Each of our internal divisions collaborated throughout to ensure total  


WHAT WERE THE MAJOR CHALLENGES YOU HAD TO OVERCOME?


The campaign that we pitched - huge Zombie swarms in   was to look realistic and premium. To ensure that realistic campaign look and feel, we staged a photoshoot with ten models in multiple poses, then gave each image multiple paintovers and retouches to transform each model, creating  it just took a lot of time and attention to detail to make the 


WHAT (AND/OR WHO) WAS PIVOTAL TO THE SUCCESS OF THE CAMPAIGN? I think the sheer size and scale of the executions, in combination with the tongue in cheek sense of humour, ensured cut through; the media buy and creative worked  


course, a superb working relationship with a client on the same creative wavelength really helped - they trusted us to deliver, and deliver we did. In fact, we included some easter eggs in the campaign - if you look closely, some of the  on the balcony, along with other secrets like a lego head character!


LOOKING BACK, WHAT ARE YOU MOST PROUD OF ABOUT THE CAMPAIGN?


It was totally unique at the time, and visually compelling. Xbox 360 was still pretty new and cutting edge, so swarm technology was a big deal, and the campaign perfectly conveyed all key messages - humour, weaponry,  way. It’s without doubt one of my favourite campaigns of the last 30 years.


FINALLY, IF YOU COULD GO BACK AND REVERSE ONE DECISION OR CORRECT ONE OVERSIGHT, WHAT WOULD IT BE? You know what? I can’t think of a single thing. I’m still incredibly proud of the creative route we took, the execution was challenging but the result was  touchpoint campaign worked really well. Gamers were excited to buy the title, it sold well enough that a sequel was produced, and the client was more than happy. It still makes us smile to look at the creative, which has stood the test of time, as only the best campaigns can. And I still love Zombies (and shopping).


April/May 2024 MCV/DEVELOP | 49


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