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Lenny Kravitz & James Franco Vie to Win the Crowd for New Guitar Hero Ad

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72andSunny launches trailer directed by Jonathan Krisel for Activision's latest GH entry

Lenny Kravitz & James Franco Vie to Win the Crowd for New Guitar Hero Ad

In the newest 90-second trailer for Guitar Hero Live, titled “Win the Crowd,”  from Activision and 72andSunny, Grammy-award winning Lenny Kravitz and Oscar nominee actor and comedian James Franco show off some “Rockstar 101,” as each attempt to school each other on impressing Guitar Hero Live’s real-time responsive crowd. Franco and Kravitz take on the living room as their stage, critiquing each other’s performance as they both vie for the audience’s approval. 

Despite his multiple Grammys, Lenny Kravitz ultimately comes up short in his Guitar Hero Live stage performance, and with a booing crowd, asks to 'pause' and start over. But as James Franco teases Kravitz, reminding him that concerts aren’t times to pause or rewind, he then attempts to seize the moment to upstage the rock star, only to be booed and heckled by the audience. With over hundreds of songs to choose from, all players --despite number of Grammys won-- are on equal footing, giving each player a fair chance to rock the house, or more accurately, the living room. 

Prior to production, Franco and Kravitz were both fans of Guitar Hero and couldn't wait to get their hands on the new game, which made each others’ in-game performance, and the subsequent joking and wisecracking, authentic and natural. As filming went on, the two got the hang of the game and even added some of their own style to their set. 

In the end, Kravitz and Franco put their heads together to come up with a routine that not only wins the crowd, but ultimately breaks the game. 

To direct “Win the Crowd,” 72andSunny and Activision recruited Jonathan Krisel, co-creator of Portlandia and a SNL veteran, to capture the hilarity that ensues when a real musician and wanna-be musician feed off of the innovation of Guitar Hero, as it features live crowds reacting to every move.

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Post Production / VFX

Colourist: Siggy Ferstl @ CO3

Flame: Thomas Downs

Post Production Company: Method

Producer: Sumer Zuberi, Matt Moran​


Edit Company: Rock, Paper, Scissors

Editor: David Brodie & Gabriel Britz, Carlos Arias

Producer: Dina Ciccotello


Audio Post Production: Lime Studios

Sound Mix: Zac Fisher

Production Company

Director: Jonathan Krisel

DOP: Damian Acevedo

Executive Producer: Michael Sagol

Head of Production: Kelly Bowen

Production Company: Caviar

Print / OOH

Line Producer: Jeff Tanner

Creative Agency

Brand Director: Mike Parseghian, Torie Gleicher

Business Manager: Ashley Pesses

Chief Creative Officer: Glenn Cole

Copywriter: Ryan Iverson

Creative Agency: 72andSunny

Director of Film Production: Sam Baerwald

Executive Creative Director: Bryan Rowles

Executive Producer: Dan Ruth

Group Creative Director: Frank Hahn

Head Strategist: Bryan Smith

Senior Designer: Jon Hall

Senior Producer: Zeynep Taslica, Kara Fromhart, Dave Stephenson

Strategist: (Sr) Hamish Cameron,

Strategy: Jake Watt

Strategy Director: John Graham

Creatives: (Lead) Evan Brown

Genres: Comedy

Categories: Gaming, Sports and Leisure

72andSunny LA, Wed, 07 Oct 2015 11:33:19 GMT