Call of Duty: Modern Warfare III launches global cinematic teaser campaign via 72andSunny, LA
Call of Duty: Modern Warfare III, the next blockbuster release in the critically-acclaimed Modern Warfare series, is a direct sequel to last year’s record-breaking release. This new global trailer, Makarov Returns, reveals plot teases and the Modern Warfare III antagonist, with a dramatic character building film by 72andSunny, Los Angeles.
The initial spot foreshadows several of Makarov’s attacks throughout the game and builds hype for the full gameplay reveal event happening August 17th in Call of Duty: Warzone.
The game’s narrative is gritty and immersive, and focuses on Task Force 141’s fight against the ultimate threat and greatest villain, Makarov. The film looks to land that conflict with Captain Price’s VO describing Makarov as he is walked down the Gulag by guards to deeper solitary confinement where he begins to get his next tattoo signalling his next attack.
The ad takes real tattoo designs drawn on the character actors body and animates them through VFX to plunge the viewer into the mind of Makarov and show some of his premotioned strikes through new gameplay. The film is set to a remixed version of “Just So You Remember” by Pusha T and “Six Day War” by Colonel Bagshot that helps build drama throughout Makarov’s journey down the Gulag.
The super cinematic, crafted film is directed by Salomon Lighthelm.
Says Zach Hilder, executive creative director at 72andSunny: “Our camera choreographs the unveiling of a character both terrifying and tantalizing, revealing Vladimir Makarov through the story his tattoos where every note of darkness gives a glimpse into the abyss of his mind.”
Says Tyler Bahl, vice president and head of marketing at Activision: “This unique film brings players inside the infamous gulag and artistically weaves live-action footage with gameplay to reveal one of Call of Duty’s most notorious characters. It’s only the beginning, with more exciting Modern Warfare III content coming soon for our community.”
The campaign goes live on August 9th and will hype the worldwide MWIII gameplay reveal on August 17th, debuting within Call of Duty: Warzone, the franchise’s free to play Call of Duty experience. It is primarily designed for organic release to get gaming fans stoked about diving into the narrative and uncovering details by rewatching and analysing gameplay, but it is also running in paid digital across the globe with key placements on TikTok top view and within the YouTube paid media ecosystem.
Client: Activision
Agency: 72andsunny
Film Production: Prettybird
Director: Salomon Lighthelm
Editorial: Work Editorial
Color: Company 3
VFX/Post Production: The Mill
Sound Design: LIME
Mix: LIME
Music Composition: Andy Huckvale