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Minecraft Earth Trailer Brings the Voxel World into Real Life

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215 McCann partnered with with Mojang Studios, Microsoft and Xbox Game Studio to create ‘New Here’ film

Minecraft Earth Trailer Brings the Voxel World into Real Life
Minecraft is one of the most recognizable names in the gaming universe, as well as one of the best-selling games of all time, having gathered fans across the globe. Now, on the 10-year anniversary of Minecraft, Microsoft has announced the launch of Minecraft Earth—a brand new, fully immersive game using the power of augmented reality to bring Minecraft to life. 

To exemplify this innovative new approach to mobile gaming, and celebrate the creativity the platform demands, 215 McCann partnered with Mojang Studios, Microsoft and Xbox Game Studio to create ‘New Here’, a trailer centered around the “new girl in town” exploring her new surroundings through the lens of Minecraft Earth. 

‘New Here’ explores the augmented reality the game creates, focusing specifically on collaboration and imagination. By incorporating elements which are faithful to the game, the film gives a genuine peek into the experience it brings by following around the “new girl in town.” Players can legitimately Minecraft the world around them, placing digital builds in their community that are viewable through a player’s mobile device, encouraging collaboration and community involvement. The game allows players to team up with others to craft amazing creations and explore the world around them to uncover builds other players have created. 

‘New Here’ launched on May 17th, 2019, the 10-year anniversary of the original Minecraft, on Facebook, Instagram, YouTube, and Minecraft.net. A limited beta of Minecraft Earth will be launching this summer in cities around the globe.


Client: Microsoft / Minecraft (Mojang)
Head of Marketing: Jessica Freeman
Senior Product Marketing Manager: Emily Orrson
Senior Director, Global Marketing: Taylor Smith
Director, Marketing Communications: Fergus Lynch
Marketing Communications Manager: Melissa Jenkins
Principal Art Director: Brad Shuber
Chief Brand Officer, Mojang: Lydia Winters
Brand Manager, Mojang: Nicolette Suraga
Head of Marketing Communications, Mojang: Thomas Wiborgh
Director of Creative Communications, Mojang: Owen Jones

Agency: 215 McCann
Chief Creative Officer: Scott Duchon
Creative Director: Neil Bruce
Associate Creative Director Alper Kologlu
Senior Copywriter: Andy Holdeman
Director of Integrated Production: Mandi Holdorf
Senior Producer: Gabby Gardner
SVP, Group Strategy Director: Brian Wakabayashi
Strategy Director: Cassidy Wilber
Strategist: Christian Stewart
Account Director: Peter Goldstein
Account Supervisor: Ben Blaska
Assistant Account Executive: Dylan Williams
Director of Business Affairs: Mary Beth Barney

Production Company: Rattling Stick
Director: Pablo Maestres
EP: Joe Biggins
EP: Jeff Shupe
Head of Production: Richard McIntosh
Producer: Joey Zadwarny

Editorial: Work Edit
Editor: Stewart Reeves
Assistant Editor: Leah Turner 
Executive Producer: Marlo Baird 
Producer: Grace Rehorn 

Music Composition: Human
Composer: John Barnes
Executive Producer: Kamea Anderson
Creative Director: Craig DeLeon
Audio Mix/Sound Design: Lime
Audio Mixer: Jeff Malen
Audio Assistant: Meg Ochs
Executive Producer: Susie Boyajan
VFX/Finish: Moving Picture Company
Executive Producer: Lexi Stern
VFX Producers: Therese Mayer, Sanchit Soi  
VFX Coordinators: Justin Rogers C de Baca, Meghna Shetty
Executive Producer, Color: Meghan Lang
Colourist: Ricky Gausis 
Color Assist: Dimitri Zola 
VFX Supervisor: Jim Spratling
CG Supervisors: Tim Kafka, Zhenya Vladi

CG Artists:
Zhenya Vladi
Andrew Price
Dan Fine               
Tim Kafka             
Nate Skeen         
Annie Zhao          
Joey Sila               
Gretchen Asmar               
Jaspreet Dua

Compositing Leads:
Jim Spratling
Rajesh Kaushik 
Vivek Tekale  

Compositors: 
David Ince           
Jon Rogala 
Peter Ulukpo
Hector Cabrera  
Navid Sanati       
Ravindra Gowda
Rajinikanth R
Geetesh Tari
Vaishali Awaghade

Digital Matte Painting
Gowri Shankar Velusamy D
Winnie Sharma
Mohan Rao

Matchmove
Sivapriyan Seetharaman  
Sathya Narayanan
Vishal Darkunde
Suhas Bhat
Earnest Victor


Cleanup
Silambarasan R P 
Jayakumar
Maneesh Kumar
Akhil K.P.
Trishul Phani Mishra

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Genres: Animation, Visual VFX, People, Storytelling

Categories: Gaming, Sports and Leisure

McCann North America, Tue, 21 May 2019 17:22:23 GMT