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People Just Do Nothing's Asim Chaudhry Gets His Game On in Witty Spots for Xbox Series S

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UNIT delivers grade, audio and online on new campaign directed by Fresh Films’ Jonnie Malachi for Assembly

People Just Do Nothing's Asim Chaudhry Gets His Game On in Witty Spots for Xbox Series S

Last week saw the launch of the first phase of the new four-part series of Xbox films to promote the new Xbox Series S. The campaign created by agency Assembly and directed by Fresh Films’ Jonnie Malachi features real life gaming fanatic and comedic actor Asim Chaudhry playing alongside his fellow gamers.   

The campaign was shot on eight cameras simultaneously, in four rooms, across two buildings, with players actually communicating via XBox Live to each other. 

The UNIT team collaborated with director Jonnie Malachi and the whole Fresh Film crew on these witty spots.

UNIT’s head of colour Denny Cooper kept the grade fairly simple focussing mostly on bringing out the textures and enhancing the atmospheres to compliment the aesthetic and add to the comedy value.

Senior sound designer Chris Southwell delivered the sound mix whilst UNIT’s Fraser Cleland completed the online. 

Director Jonnie Malachi commented: "Asim was an incredible collaborator and muse - my brother potentially from the same mother. As I told him '’re basically me…just really successful…’' . So I drew a styling look for him that's essentially me when I'm not working and he was bang up for it.  Everyone stepped up to the plate to deliver four technically complex films in one day. Four sets had to be fully dressed and lit before we could start shooting, with eight cameras running concurrently on the players. I was communicating with some of them only via Xbox Live as they were in different rooms (or buildings in some cases). It was an intense (back) hair-raising proposition (neither Asim nor I have head hair)…but the results are pretty sweet."

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Client: Xbox

Creative Agency:  Assembly

Creative Director:  Jamie Cordwell

Creatives: Anuj Shah & Denesh Agnihotri

Executive Producer:  Alison Cooper

Director Head of Content – James Donovan

Producer:  Emilie Verlander

Executive Creative Director: Jamie Cordwell

Senior Associate Creative Director: Anuj Shah & Denesh Agnihotri

Production Company:  Fresh Film Productions

Director:   Jonnie Malachi

Director of Photography:  Tom Turley

Producer:  Richard Carter-Hounslow

Editor: Matthew Prickett 

Post House:  UNIT

Colourist:  Denny Cooper

Sound Engineer:  Chris Southwell

2D: Fraser Cleland, Rob Ellis & Jonathan Box

Online: Fraser Cleland, Rob Ellis & Jonathan Box

Executive Producer: Ian Luxford

Post Producer:  Tania De Sousa

Genres: Comedy

Categories: Gaming, Sports and Leisure

UNIT Studios, Thu, 03 Jun 2021 14:20:00 GMT