Activision/Modern Warfare 2 - Mapathy (2010) 1:55 (USA)

From our friends at TBWA\Chiat\Day on their new work for Activision: "After the release of a videogame it’s common to release new levels, or “maps”, as gamers universally refer them. For millions of Modern Warfare 2 gamers, who’d played the old maps so much they grew sick of them, new maps couldn’t come fast enough. We created a name for this condition: Mapathy. On March 15th, we created Mapathy.com. We teased that “the cure was coming March 30.” Ten days later we updated the Mapathy site with a video and a self-diagnosis quiz. The video was shared on YouTube. And after completing the quiz, people displayed how Mapathetic they were on Facebook and Twitter."

AGENCY: TBWA\Chiat\Day, Los Angeles

Global Director of Media Arts: Lee Clow
Chief Creative Officer: Rob Schwartz
Group Creative Director: Brett Craig
Digital Creative Director: Olivier Rabenschlag
Art Director: Stephen Chow
Copywriter: Forrest Boleyn
Group Account Director: Stan Fiorito
Account Director: Mike Parseghian
Assistant Account Executive: Catherine Wolpe
Executive Producer: Anh-Thu Le
Producer: Stanton Hill
Assistant Producer: Doris Chen

PRODUCTION COMPANY: Goon Media

Director/Editor: Jeff Tomsic
Director of Photography: Chris Lytwyn
Executive Producer: Catherine Finkenstaedt
Line Producer: Greg Jones

MIXING FACILITY: Ravenswork

Mixer: Edgar Maldonado