CLIENT: Microsoft Xbox
AGENCY: Mutiny
PRODUCTION: Hinge
Hinge Digital and Mutiny Agency have done it again with their latest collaboration, an exciting live-action and VFX campaign for Xbox featuring the tiny CG Elite Cereal superhero character with an Xbox Series 2 controller for a head! The throwback 80s style cereal commercial, titled “Xbox Elite Cereal: Feed what makes you Elite,” is sure to take you on a nostalgia-filled journey through the world of gaming.
The live-action spot, filmed in the picturesque city of Portland, OR, is a feast for the eyes, with Mutiny’s Executive Creative Director Noah Eichen and DP John Frost leading the charge. The team has gone above and beyond to create a visually stunning commercial that captures the essence of the 80s while also showcasing the latest technology.
RuthAnne Berry, Account Director at Mutiny, oversaw the project’s execution, ensuring that everything ran smoothly. Meanwhile, Claire Zimmerman, Associate Creative Director at Mutiny, and her team created custom key art and motion assets to bring the campaign to life. The attention to detail is remarkable, and it’s evident that the team has poured their heart and soul into this project.
At the helm of Hinge’s design, CG, and visual effects teams were Executive Producer Roland Gauthier, Animation Director Alex Tysowsky, and Visual Effects Supervisor Terell Seitz. Using Maya, Nuke, Substance Painter, and MVN Animate, Hinge’s team designed, rigged, animated, and integrated the character into the live-action plates. The end result is a seamless blend of live-action and VFX that is truly impressive.
The motion capture shoot, which was co-directed by Alex and Noah, took place on Picture This’ stage in Portland, OR, using the Movella motion capture suit and Xsens Metagloves. The team has shared some awesome behind-the-scenes footage from that shoot, and Xbox has already shared some of it on TikTok and other social channels.
The commercial itself is a work of art, with an earworm of a jingle that will have you tapping your feet and humming along. The Hinge crew had a blast bringing the Elite character and music video to life for Xbox with their friends at Mutiny. The commercial has it all, from 80s commercial feels to Jean-Claude Van Damme splits, dance-dance, and saxophone solos. It’s a true tribute to the golden era of cereal commercials, and a must-watch for anyone who grew up in the 80s and 90s.
