MUSE Platinum

2024

New World: Greatsword

Entrant Company

Layer

Category

Video - Games

Client's Name

Amazon Games

Country / Region

United States

In the games as a service era we’re all too familiar with new weapon drops but to use that content to regain lapsed players and satisfy the hardcore fans you need a multilayered hook. The Greatsword offers many threads to pull from, its weight, its history, its force. Our task was to justify this weapon with a trailer as powerful as the weapon itself.

Using these themes we drew up a familiar narrative, the master and apprentice. The script reflects this motif using the Greatsword as our magical heirloom which allowed us to accomplish a secondary goal for the hardcore fans, showing off the weapon’s ability tree while keeping the whole package engaging for a casual audience. We slotted in ancient pottery inspired motion graphics with gameplay examples of each attack showing off all six of the Greatswords capabilities.

The modern marketing machine isn’t always the keenest on machinema short film style trailers that tell a story end to end. It’s not good for the tiktok generation. “We need more action, more in your face, faster cuts, more syncopation, more effects.” We know games. We trusted our likeness to the fantasy genre and stuck to our guns with this execution. The writing and voice over performance provide connective tissue and the carefully crafted motion graphics provide some historical presence. The slow motion choreography and deliberate build leave you rooting for our protagonist. When his successes are punctuated by those epic vocal drops you can’t help but feel the power of the Greatsword.

Credits

CEO/Chief Creative Officer
Brennan Ieyoub
More Platinum Winners
Event
2024
MUSE Advertising Awards - Gala of Traditional Arts Troupes

Entrant Company

Department of Cultural Affairs, Taoyuan

Category

Event - Cultural Event

Country / Region

Taiwan

Advertising
2024
MUSE Advertising Awards - Guo Jiao 1573 & Intangible Cultural Heritage Poster Series

Entrant Company

Insight Brand Consulting

Category

Advertising - Print Advertising (Campaign) (NEW)

Country / Region

China

Advertising
2024
MUSE Advertising Awards - Singles Day
Visible

Entrant Company

Madwell

Category

Advertising - Online Ad (Single)

Country / Region

United States

Event
2024
MUSE Advertising Awards - Michael Wong Lonely Planet 2.0 Concert Tour

Entrant Company

B'IN LIVE CO.,LTD.

Category

Event - Concert

Country / Region

Taiwan