This is a pretty exclusive glimpse at the XBOX 360 spot that will undoubtedly grab some attention, partly because it was done on spec, mostly for the robotic poetry.
The talented team over at AB5TRAX (pronounced ‘abstracts’) have done the near impossible:
A spec spot in the middle of a belt-tightening recession. (!)
After months of work, they’ve recently finished “XBOX 360 Ultimate Weapon”. The spot showcases the Hollywood-based design and animation company’s conceptual storytelling prowess. The motion graphics boutique agency is led by Seaton Lin and Ryan Apuy, with producer Hunter Woo. The sound design is helmed by Dan Creech / Revolving Black Bird.
**Concept Animations + Frames Updated at the end of the post**
I’m told creative development and production took place afterhours and in-between projects. Working without a provided brief, the story unfolds:
“In an alternate universe, where artificial intelligence reigns supreme, the top scientists are burdened with a difficult challenge, to create theltimate weapon in the land. As they survey the complex X-Box universe, from Halo to Gears of War to Madden, there is but one great weapon of massdestruction; human hands. And so our mad scientist sets forth on his journey to destroy the enemy and conquer worlds, and the power of the gamer is unleashed. ”
I have to give props to the team for committing to such an ambitious goal. No doubt we’ll be seeing more great work out of LA-based design collective.
Thanks to Hunter for giving us access to showcase some development boards to you. If you are interested in me posting a PDF of the full concept boards, please let me know.