UNIT9's Angelo Cerisara Enters the Heart of Gaming in AMD Campaign

UNIT9 has launched a new spot directed by Angelo Cerisara for AMD, an American company that specialises in manufacturing semiconductor devices used in computer processing. The agency behind the work is TBWA\London. 

In this film we move through three rooms that represent the three gaming platforms (Xbox Series X, Valve Steam Deck and PC), before arriving at the heart that powers them all - the AMD chip.

Each room is made up of deconstructed elements from the platform they represent - furnished with buttons, screens and components. All the spaces are indeed miniatures, they're not CG, and they are done representing the real components of the devices. For example, the top and bottom walls of the first rooms are the CD input of the Xbox, and the green backwall is done re-creating the head of the new Xbox series in patterns. The last room is all built with Valve steam deck screens (two of them pending creating the two platforms) while the actual buttons are stuck on the walls creating a pattern.