April 23rd, 2019
Seen by many, yet rarely remembered, video game trailers are an unheralded intersection between canny craft and glitzy marketing. For all the careful creativity that shines through every frame of their short runtimes, these pieces of vital promotion are typically remarked upon only when they do something “wrong” in the eyes of fickle fans. But for creative directors like The Mill’s Will Adams, it’s a risk these effects and editing wizards have to take when trying to sell the fantasy of the latest and greatest AAA gaming blockbuster from behemoth mega-publishers like EA, like the recent rocket-boot-powered looter-shooter “Anthem.” “More than anything, our job is to do what the client wants, what the brief says,” Adams says. “And usually that’s something like, ‘make it sexy. Make it look fun.’”

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