Activision Bike Hero A Team Effort
Activision, the video game developer, has managed to build an effective viral campaign for Guitar Hero: World Tour with “Bike Hero”, a YouTube video supposedly produced by amateur director Madflux, also known as Kevin, a McDonald’s employee in Ft. Wayne, Indiana. The 3:36 minute music video with over 1.3 million views since November 18, was in fact developed by Droga5, Smuggler, PS 260, Method Studios, Riot, Company 3 and Sound Lounge.
“Bike Hero” is introduced by MadFlux with the explanation, “Canʼt tell you how many times it took to make this work, but it was a lot. Shout out to “Lars” and the rest of the Brierwood Vandals!” Prisoner of Society by The Living End – best song on Guitar Hero WT.” What made this slightly believable was the launch date of the YouTube profile: January 2007.
The video is a recreation of the Guitar Hero World Tour experience, using a song actually used on the game: “Prisoner of Society” by The Living End, pop punk band from Melbourne, Australia. The lines of coloured spots are used in the game to correlate to frets on the guitar.
Click on the image below to play the video.
The Bike Hero concept was developed at New York advertising agency Droga5 by creative chairman David Droga, executive creative director Ted Royer, art director Jeff Anderson, copywriter Isaac Silverglate, agency producer Dana May, director of digital services Craig Batzofin and senior digital producer Sandra Nam.
Filming was shot by director Jaron Albertin via Smuggler with director of photography Ross Richardson, executive producer Brian Carmody and Patrick Milling Smith, producer Stephanie Scire, head of production Laura Thoel.
Sound was desgiend by Marshall Grupp and Phan Visutyothapibal at Sound Lounge, mixed by Philip Loeb and Evan Mangiamele.
VFX were developed at Method Studios and Riot New York by CD/Lead CG Artist Aron Hjartarson, CG Supervisor: Christopher ‘Pink’ Bonnstetter, Animation Supervisor: Matt Hackett, Lead Compositor: Tom McCullough, VFX Producer: Mariya Shikher, VFX Head of Production: D. Todd Davidovich, VFX Executive Producer: Helen Hughes, VFX Supervisor: Seb Caudron, Felix Urquiza.