The apocalypse will be humanized. Let’s face it, confronted with a zombie invasion, most of us would be less concerned with taking out the undead with a show of badass-ery and more concerned with not dying horribly.
Forget Ash’s one-liners or Shaun of the Dead’s cricket bat-wielding antics, our immediate reaction to impending Zombie-gedon would most likely resemble the ‘Leave Britney Alone’ guy.
That’s why the new Resident Evil work from London agency Brothers and Sisters has been so flipping scary. Rather than displays of the slick but brutal pixelated protagonists, the agency has opted for a disquieting, emotive pair of films that show the last members of the human race saying their terrified goodbyes. By featuring a range of languages and locations, the spots also mirror the plot of the upcoming game, which sees the biohazard threat break out of Raccoon City to infect the rest of the world.
And according to Andy Fowler, founder and creative director of Brothers and Sisters, it's that realism that makes the campaign and the game so terrifying. "'Last Goodbyes' is a terrifying glimpse into the last moments of people who believe they are about to be slaughtered by zombies. It is brutally real and the most unsettling element of the campaign. It asks us profound questions about how we would react if we had no way out. 'Last Goodbyes' is the darkest thing any of us will make in our entire careers. It perfectly captures the reality that greets us when we play Resident Evil 6," he said.
In a stroke of genius, the Brothers and Sisters crew recruited horror film director Pat Holden, whose new British poltergeist movie is due out later in the year.
To read more about the campaign, go here.
Agency & Production Company: Brothers and Sisters
Creative Director: Brothers and Sisters
Creatives: Brothers and Sisters
Digital Director: Brothers and Sisters
Producer: Brothers and Sisters
Director: Pat Holden
Production Manager: Brothers and Sisters
Offline Editor: Jinx Godfrey (Marshall Street Editors)
Post Production: Big Buoy
Digital & Social Media Campaign: Jeremy Hughes, Crush