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Cole & Weber United Scores In Spot for Washington Lottery



We Are Royale Creates Ad VFX, Companion 3D Mobile Arcade Football Game

Cole & Weber United Scores In Spot for Washington Lottery

Not all of us are built for the gridiron, at least not any more.  What would it take to fulfill that fantasy of scoring the game winning touchdown when the last time you wore the helmet was in high-school?  We Are Royale took the challenge to visualize a football game unlike any you've ever seen, and find yet another creative answer to the age old question: What would you do if you won the lottery?

This latest spot in the award winning "Dept. of Imagination" campaign from Cole & Weber United and Washington's Lottery, took cues from iconic sports commercials to set up the viewer with an intense night game between rivaling teams.  After some bone-crunching action, the play is interrupted by a seemingly normal phone call.  This call introduces us to the reality that these massive football players are actually realistic exo-suits, designed to help play the intensely physical game regardless of your own personal fitness level. 

When it came to the suit design, We Are Royale got pretty granular. Let's face it, geeking out on stuff is always fun.  Haven't hit the gym lately?  No worries, these suits have built in fiber muscle amplifiers designed to give you that edge. The entire suit is loaded with a coolant circulatory system to wick that sweat away.  On top of all of this, the suit has a custom UI that gives you all pertinent information at a glance, both on your visor and on a wristband touch-screen controller. The suit's HUD also has a built in simulator mode when you've got that itch for a game but the rest of your team is stuck at work. 

Speaking of simulator mode, In addition to the spot, We Are Royale were tasked with creating an HTML5 arcade game that pairs beautifully with the language of the spot.  The Football Simulator game is a creative take on the classic "gauntlet" style running game.  Simply avoid the waves of football players until you get to the end zone and score a touchdown.  If you're tackled, you get 3 more chances to advance to the next wave.  Beyond simply running, they give the player an option to sprint for a short distance and even stiff-arm a player when you see the flashing diamond symbol. The design language for the game is derived from the language established in the spot and elaborated on to create a fun arcade experience that still feels sufficiently techie. 

For this game, We Are Royale really wanted to push the limits of what's possible using HTML5 technologies.  Inspired by games like Battlezone and Temple Run, they knew the game had to be 3D, and to achieve this look in-browser (and mobile friendly!) was no easy task.  Leveraging their heritage in traditional animation, mixed with a strong team of graphical developers, We Are Royale were able to build the look right in line with the UI design language, light weight enough to run seamlessly on your mobile device. Play the game and see how many touchdowns you can score.  After each touchdown the difficulty goes up, and around level 4 it gets pretty friggin' hard.

To connect the game to the spot, they utilized Shazam to recognize the spot's audio and link the user directly into the game.  By simply letting Shazam listen as the spot is playing, the user is instantly linked right into the football simulator, creating an easy and approachable digital extension to an already tech driven story.  In the end, the Washington's Lottery Football campaign spanned the creative gamut. A VFX driven spot, a classic banner-ad arcade game, and a unique 1st-person football game all designed to be watched and played by everyone. An incredibly fun experience and a uniquely creative campaign

Mobile Game:


Agency: Cole & Weber United

Client: Washington's Lottery

Executive Creative Director: John Maxham

Creative Director: Todd Derksen

Senior Copywriter: Joe Gerlitz

Executive Producer: Pete Anderson

Senior Producer: Tasha Cronin

Live Action: We Are Royale

Directors: Brien Holman, Chris Volckmann

Creative Director: Loren Judah

Managing Director/Partner: Jennifer Lucero

Line Producer: Mark Campbell

DP: Joe Mead

Post Production: We Are Royale

Managing Director/Partner: Jennifer Lucero

Executive Creative Director/Partner: Brien Holman 

Executive Creative Director/Partner: Jayson Whitmore

Creative Director: Loren Judah

Lead 3D Artist: John Cherniack

Lighting/Texturing: Yates Holley

Animating: Glenn Suhy

Modeling/Texturing: Cody Smith

3D Tracking: Eric Stoiqa

VFX Supervisor: John Cherniack & Joel Voelker

Compositors: Paul Cantor, Paul Barkshire

2D Animation: Brody Davis

Colorist: Joel Voelker

Storyboards: Tom Price

Senior Producer: Jen Schmithorst

Head of Production: Melissa Johnson

Executive Producer: Chris Volckmann


Digital: We Are Royale

Managing Director/Partner: Jennifer Lucero

Executive Creative Director/Partner: Brien Holman 

Executive Creative Director/Partner: Jayson Whitmore

Creative Director: Loren Judah

2D Animation: Brody Davis

Developers: Jason Lust, Ivan Cockrum

Producer: John Gerard

Head of Digital Production: Beck Henderer-Peña

Executive Producer: Chris Volckmann

Editor: Kelly Vander Linda

Sound Design Company: HEARby Sound

Sound Designer: John Buroker

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Categories: Sports and Leisure, Gaming

Sapka Communications, Thu, 05 Jun 2014 20:41:25 GMT