CLIENT: LIONSGATE FILMS | RELEASED: JAN 2007
CHALLENGE
Lionsgate Films was planning an online promotional campaign for the DVD release of Crank, an action / thriller starring Jason Statham, best known for his role in the Transporter movies. In Crank, he plays a hit-man who has one hour to live after being injected with poison. He must keep his adrenaline pumping to counter the effects of the poison long enough to take revenge on his enemies, say goodbye to his girlfriend, and search for an antidote. Lionsgate Films wanted a game that would get people’s adrenaline pumping to reference the movie action and drive sales of the DVD.
STRATEGY
With the tagline “there are a thousand ways to raise your adrenaline,” the film is about adrenaline junkies for adrenaline junkies. Since a good chunk of the action unfolds while racing around in a brown Buick Riviera, we created a driving game using the same recognizable car that is displayed in off-line promotions.
CREATIVE & EXECUTION
The game follows a similar plot as the movies, where players must race through a cityscape picking up adrenaline boosts to stop the poison in your system from making your heart explode.
We rendered the car from the movie in 3D, and created a maze of city streets with three urban settings through which a player can drive. Fuel Sounds added a heart-pumping soundtrack to enhance play experience even further.
