Xbox escapes the rat race
A rodent finds escapism from the monotony of everyday life through his games console in a cinematic spot for the video gaming brand.
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Credits
View on- Agency Droga5/New York
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- Director David Fincher
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Credits
View on- Agency Droga5/New York
- Director David Fincher
- VFX 1920 VFX/UK
- Chief Creative Officer Scott Bell
- Executive Creative Director Tres Colacion
- Director Romain Chassaing
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Droga5/New York
- Director David Fincher
- VFX 1920 VFX/UK
- Chief Creative Officer Scott Bell
- Executive Creative Director Tres Colacion
- Director Romain Chassaing
In collaboration with creative agency Droga5, videogaming brand Xbox has launched this bold and immersive campaign film, directed by David Fincher and Romain Chassaing.
Titled Wake Up, the bold narrative addresses the familiar feeling of the monotony of everyday life, aka the 'rat race'. Through detailed atmospheric visuals, we are introduced to despondent rodent inhabitants of ‘Squeakattle’, a fictitious city where those who embrace play discover what it really means to feel alive.
Every little aspect, from character design and city architecture to textural elements like ads and subway signs, is crafted to make the rat world feel fully authentic. Actors with creature-performance experience brought these rats to life on set, while 1920 VFX transformed them into the vivid characters seen in the final film.
