Notably, Maverick are the only European company to bring one of MI6’s prestigious trophies across the Atlantic. Maverick's trailer sailed past big names such as Activision, Sony and Microsoft and blocked San Francisco based The Ant Farm who dominated in other categories.
The 15-year games industry veterans nailed Gold in the‘Best Use of Sound’ category and brought home a Silver award in the‘Best Game Footage Trailer’ category. Both accolades honoured their flagship work last year creating the announcement trailer Crysis 2 for Electronic Arts and Developer, Crytek. “Our trailer, entitled“The Wall”, had to be produced completely in Cry Engine 3 using a bespoke level constructed in-game specifically for the trailer. There is a big interest now for Publishers to make the trailer watching experience as close to the game playing experience as they can. We think this really paid off with“The Wall” surpassing even EA's own benchmarks for Facebook sign ups and Buzz created by a single trailer”– Will Jeffery, MD, Maverick
The music track responsible for the Gold award was a re-imagining of“New York, New York” recorded specifically for the trailer. New talent Polly Scattergood composed and lent her“ethereal, dark, intense and quirky” vocals for a warped cover version of the 1977 theme song originally written for and performed by Liza Minnelli. Maverick worked with composer/arranger James Brett (2012, Alien vs Predator, Transformers) and a 23 piece string orchestra at Abbey Road studios to record the song.
The trailer was used as part of EA’s prodigious global campaign for the dystopian FPS, Crysis 2. Maverick first aired a teasing clip of the trailer in New York on a Times Square Jumbotron to hardcore fans of the franchise,creating an early surge of internet buzz for the game. Crysis 2 was released this month and has topped the UK Chart for two weeks running.
“For a UK-based company to be recognized within the industry on a global level reflects the hard work Maverick have done in the last couple of years to make sure our creative and production grabs you by the conkers.“– Will Jeffrey, MD, Maverick Media.
The annual ceremony is hosted as part of the Mi6 Conference in San Francisco, CA by PromaxBDA; an association dedicated to maximizing the effectiveness and supporting the success of marketing, promotion and advertising professionals involved in the video gaming and interactive entertainment community.
Maverick was set up in 1995 as a trailer production company and evolved into the UK's foremost agency specialising in the strategic conception and creation of video game trailers - big video game trailers.
Maverick clients include some of the biggest games publishers and developers and are involved in many of the most high profile games releases of 2010/11 including SEGA, EA, PlayStation, Capcom, Nintendo and Disney.
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