Ubisoft: Squad Up with Lil Wayne by Argonaut

Agency: Argonaut
Client: Ubisoft
Date: Sep 2019
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Ubisoft’s latest game, Tom Clancy’s Ghost Recon Breakpoint, breaks soon and gamers are getting a taste of what the game will look like, with some live-action gaming silliness from rapper Lil Wayne.

With ‘Squad Up with Lil Wayne’, Ubisoft teamed up with Lil Wayne and Hollywood director, David Leitch (Deadpool 2, John Wick) to create a promo for the biggest launch in Ubisoft history. The gaming publisher tapped San Francisco-based agency, Argonaut, which was also behind the launch campaign for Respawn and EA’s Titanfall 2, to bring it all to life.

The mini film tells a story through characters, both in and outside of the game. The action first shows the animated players in a heated battle, talking with voices that don’t quite sound how the characters might speak. That’s when the action cuts to the live players, who include Lil Wayne.

The five-minute film cuts between live and animated, with brutal battle scenes interspersed with player chatter. When Wayne’s character suddenly stops in his tracks, the others go nuts, as we see Wayne talking with his agent rather than playing the game. As the players question why they deal with Wayne and his antics, he bursts in and out of the action. In the end, Wayne’s character is killed in action and taken over by another famous rapper in a cameo.

Credits

Agency:

ARGONAUT

CCO / Founder – Hunter Hindman

CMO – Katie Miller

Co-Heads of Strategy - Alan Stout

Co-Head of Strategy - Brian Olsen

Managing Director – JT Pierce

Executive Producer – Jeremy Arth

Creative Director – Matt Kelsen

Creative Director – Ali Esterly

Brand Supervisor – Chris Remy

PRODUCTION-

Minted Content, Production Company:

David Leitch, Director

Lance O’Connor, Managing Director / Founder

John McGarty, Executive Producer

Edina Sallay, Head of Production / EPhttps://www.complex.com/pop-culture/2019/09/lil-wayne-stars-in-ghost-recon-breakpoint-trailer

Jason Gilbert, Producer

Jonathan Sela, DP

Circle Productions, Service Company Vancouver:

Tom Murray, Executive Producer

Blake Bowell, Bidding Producer

EDIT-

1606 Studio

Editor: Brian Lagerhausen

Assistant Editor: Cameron Maidenberg

Head of Production: Vickie Sornsilp

Executive Producer: Jon Ettinger

SOUND-

BARKING OWL

Sound Design - Morgan Johnson

Music Editing - Houston Fry

Mix - Matt Keith

Creative Director - Kelly Bayett

Producer - Barking Owl

VFX

Eight VFX

Executive Producer: Shira Boardman

Producer: Ryan Dahlman

VFX Supervisor: Aryel Melek-Shalom

Flame Lead: Joe Chiao

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