shots Awards 2011: Branded Short Film of the Year

It could be said that the modern zombie genre is a tried and tested one that hasn’t evolved at all since the 60s. Making an innovative trailer for a zombie-slaying computer game, then, is a pretty tricky task, but one that animation studio Axis rose to with style and ingenuity to promote Deep Silver’s Dead Island.

When the 90-second Stuart Aitken-directed branded short hit the internet in April it became an instant viral success. Trending on Twitter and shared globally, it seemed there was no one who hadn’t seen it within a few days. The response was unexpected, says Axis MD and exec producer, Richard Scott: “We knew the trailer would be something different for video game fans but we didn’t expect the level of crossover into the more general world of entertainment in TV and film.”

The story of an idyllic family holiday rudely interrupted by the flesh-hungry undead is told in a non-linear way that starts at the end (in every sense of the word) and plays backwards, interspersed with snapshots of the previously happy group. Despite the far-fetched premise, it’s a gut-wrenching watch that somehow makes you wonder ‘what if?’ and this was key to the film’s success, says Scott. “The thing we’re most proud of is that it connected with people and not in a ‘hell yeah, that was cool’ way, which is the predominate reaction to video game trailers. It connected emotionally and that is why so many people sat up and took notice.”

Among those who took notice were the Cannes Lions Film jury, who gave the trailer a gold Lion, and RSA’s Little Minx, who signed Axis for worldwide commercial representation. The huge exposure has led to deals for more video game projects, including Risen 2: Dark Waters, also for Deep Silver; Spider-Man: Edge of Time, for Activision; five branded shorts for the Chinese sports brand Li-Ning through LA agency Zambezi and even some feature film projects.

Scott says the most important element of making a great game ad is touching the viewer. “Connecting with the audience is key and doing that in the ever-more populated and sophisticated game trailer space is more of a challenge every time we do it. The trailer needs to explore some of the emotions the players will experience in the game,” he explains.

While he might be an expert in zombie-themed shorts, don’t look to Scott if there’s ever a real outbreak. “I’d flee to the Highlands, just a short hop from our Glasgow studio, hoping that the zombies would stay near the major cities where the ‘food’ is. I’m a terrible shot so guns wouldn’t work – I’d need to get more experienced with a five iron I think!”

Best Branded Short Film Shortlist

Tommy Hilfiger Night of the Navy Blue Blazer

T-Mobile The Wedding

Nettbus Whoever You Are

Dulux Walls are Dancing

Danish Road Safety Council The Party

Xbox Out Dance Kylie

Nokia Gulp

Dead Island

Prey 2 Teaser trailer

Batelco Infinity

Branded Short Film of the Year Judging Panel