Resident Evil
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Paul and I moved on to be creative directors of the London office of OWN+P, a San Francisco agency that had the Electronic Arts business. EA Sports and EA Games were 2 parts of a huge account worth about $35 million. We also had another games maker called Capcom and their most successful game was Resident Evil which was on its 5th version, Resident Evil X. Up to this point all the advertising for each game had been gory and bloody press ads, usually against a black background - just like most of the other ads in gaming magazines. We spent a couple of days searching the stock photography libraries looking for the cheesiest shots we could find. The stand out in the magazines was fantastic, they couldn’t have looked more different and Capcom got a ton of feedback from amused punters. Sadly the agency folded for reasons particular to the San Francisco office before we could enter the work for awards.
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Agency: OWN+P