Microsoft “Jump In” Campaign
Overview
In preparation for the Euros, Edelman launched a dynamic and engaging campaign on behalf of Microsoft, “Jump In,” which aimed to merge the excitement of football with the immersive world of video games. The campaign spotlighted the England & France national teams and utilised innovative visual techniques to create a fusion of real-world sports and gaming environments. This case study explores our involvement in the creative process and execution.
Creative Process
Concept Development
The core idea of the “Jump In” campaign was to blend the real-world imagery of England & France football players with vibrant video game environments. This concept aimed to resonate with both football fans and gamers, creating a unified and thrilling experience.
Imagery and Photography
- Existing Player Imagery: We utilised high-resolution images of England football players. These images captured the athletes in various dynamic poses, reflecting their on-field energy and prowess.
- New Kit Photography: Given that the players needed to be showcased in the latest kits, we photographed and composited new kits onto the existing images of the players. This required meticulous attention to detail to ensure the new kits looked natural and seamlessly integrated.
Integration with Video Game Assets
Edelman and Microsoft selected iconic and visually striking video game assets to bring the campaign’s vision to life. The environments were chosen for their dynamic and immersive qualities, which complemented the energetic poses of the football players in their setting.
Execution
Image Composition
Our design team meticulously composited the new kits onto the players using advanced photo editing software. The process involved:
- Masking and Layering: Carefully masking the players and layering the new kits onto them, ensuring proper alignment and fit.
- Shading and Lighting: Adjusting the shading and lighting on the kits to match the original images, creating a realistic appearance.
- Texture and Detail Enhancement: Enhancing the texture and details of the kits to ensure they looked authentic and high-quality.
Fusion with Video Game Settings
Next, we integrated the comped player images into the chosen video game environments. This required:
- Background Selection: Choosing game settings that highlight players’ actions and create a sense of motion and excitement.
- Blending Techniques: Applying blending techniques to merge players with game backgrounds seamlessly. This involved matching the colour tones, shadows, and lighting effects.
- Dynamic Effects: Adding dynamic effects such as motion blur, particle effects, and lighting flares to enhance the sense of movement and action.
