Movistar's game of life

MoviStar – This is not a game

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Agency VML/Mexico City
Production Company Landia/Mexico
Director Lucas Shannon

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Credits

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Agency VML/Mexico City
Production Company Landia/Mexico
Director Lucas Shannon
Executive Producer Claudio Amoedo
Executive Producer Thomas Amoedo
Creative Executive Luciana Abramzon
Art Director Celeste Alonso Castillo
Post Production Director MediaMonks/Buenos Aires

Music & SFX BDS Creative Music Studio
Production Company Landia Production Services/Mexico
Global Chief Creative Officer Debbi Vandeven
Executive Director Global Creative Operations Lauren Lafranz
Chief Creative Officer Nino Goldberg
Chief Creative Officer Sebastian (Patan) Tarazaga
Chief Creative Officer Luis Enriquez
Head of Art Rodolfo David Lopez Farfan

Copywriter / Creative Director Christian Santacruz
Creative Director Daniel de Leon
Creative Director Raul Pineda
Creative Director/Copywriter Miguel Bautista
Art Director Samuel Rios Y Valles
Producer Nadia Gonzalez
Post Production Juan Saucedo
Production Manager Mercedes Guereno

Line Producer Rodrigo Cid
Sound Engineer David Fournier

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Games like Grand Theft Auto and the Saints Row series might provide cartoony excursions into the world of crime, but there can be far more serious individuals lurking in the online elements.

Drawing attention to the potential criminal grooming potential of unsupervised gaming, Movistar and agency VML Mexico have created a dark tale of violence shot through the lens of the games it highlights.

Directed by Lucas Shannon through Landia, This Is Not A Game sees a young protagonist's life escalates from normality to terror. The genius of the piece is its shooting style; taking on the floating camera of familiar 3rd-person videogames and asking its actors to emulate the bouncy walking style and graphical glitches of a digital counterpart.

“This Is Not a Game is a campaign aimed at raising awareness about the importance of a safe digital world," explains Luis Madruga Enriquez, Chief Creative Officer of VML Mexico. "We have been building meaningful campaigns for years, with the goal of promoting a safe environment by addressing cultural issues. On this occasion, we are highlighting the issue of children being recruited by organized crime through video games.

"This campaign aims to connect this message with entertainment, gaming platforms, and conversations that extend across all media where players consume content. The ideal outcome for us would be that with each campaign, consumers feel safer when using their mobile devices.".

"At Movistar, we recognize the power of technology to generate more human connections," adds Fernanda Pérez, Head of Brand & Integrated Marketing Communications. "Through This Is Not a Game, we seek to raise awareness in society about the risks existing in the world of video games. We invite players and caregivers of minors to take control and get involved to detect and prevent risks associated with online gaming interactions. People give meaning to technology, and with information, we can use it responsibly.".