Activision’s X-Men – Captivity (The Making Of Video)

Making a commercial for a video game is hard enough, imagine having to make a spot for a game that is based on both a recent blockbuster movie release as well as a continuation of a comic-book character…needless to say Toy NYC and MJZ had their work cut out for them when they were approached by Activision to create the promo for the upcoming X-Men Origins: Wolverine video game release. As you have probably already seen (or at least read about in trade pubs or on twitter), their combined efforts resulted in a killer POV (point of view) video that has us seeing life through the eyes of Wolverine as he escapes from a Mexican prison. Taking camera angles similar to the ones used in current video-games, this promo involved live-action footage as well as a large amount of post-production work in order to staple together :30 seconds of adrenaline rush.

The above clip is the ‘Making Of’ video that MJZ and Toy shot while working on the piece. By the way, I wasn’t kidding about the Mexican prison part, if you watch the video you’ll see that they filmed the opening ‘break-out’ scene at an actual Mexican prison! Very cool location indeed.

The original spot Captivity is shown below.

Activision: X-Men – Captivity


Agency: Toy, New York
CCO: Ari Merkin
Copywriter: Ari Merkin
Art Director: Gavin Lester
Agency Producer: Sherri Levy

Production Company: MJZ, New York/Los Angeles
Director: Rupert Sanders
Executive Producer: Eric Stern
Producer: Laurie Boccaccio
DP: Linus Sandgren

Editorial Company: Rock Paper Scissors
Editor: Kirk Baxter
Telecine Company: Mark Gethin, Moving Picture Company
Post-Production Facility: The Mill, LA
Producer: Sue Troyan
Operator: Giles Cheetham
Music: Black Iris Music
Audio Post: Lime Studios
Engineer: Loren Silber


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