Activision's new trailer for its "Destiny 2" game (released Sept. 6.) asks players to imagine, in a hilarious way, that everything in the world they cherish has gone. That includes skinny no-foam vanilla lattes, binge-watching, the Grand Canyon and puppies.
At the start of the game, Lord Ghaul and the Red Legion have taken everything and forced Guardians from their own homes. To make this relevant to players' everyday life, Activision and agency 72andSunny's global team used cultural research to produce a list of beloved local items in cities such as Munich, Paris, London, Los Angeles, and more, and featured each in hyper-localized trailers for these markets.
Hollywood director Jordan Vogt-Roberts ("Kong: Skull Island") of RSA Films helmed the films, with VFX provided by Framestore. The L.A. trailer, seen here, includes surprise parties, ketchup and mustard, love songs, late night texts and Taco Tuesdays, all of which are seen being blown up in slo-mo in front of their eyes. (In other territories, the lists are quite different: the U.K., for instance, can't bear the thought of losing slippers, fry-ups and roasts, while the French cherish saucisson, tartiflette, bread and macarons, and the Germans currywurst, weisswurst and garden gnomes.)
It's all done with a deft comedic touch; for example, the Grand Canyon explosion hardly touches the place, and the adorable puppies are what gets the hardended warriors all emotional. The Beastie Boy's "Sabotage" provides an energetic soundtrack.