Background
Every year, just before Christmas, Wargaming launches its biggest campaign for all the tank games as part of the Holiday Ops event, featuring global celebrities. Milla Jovovich, Arnold Schwarzenegger, Vinnie Jones — and this year, Jason Statham — have all brought traditional holiday values, the spirit of Christmas and all the festive cheer.
But in 2024, World of Tanks Blitz decided to create its own campaign, focusing on Gen Z, speaking their language and showcasing the celebrity they resonate with.
Challenge
So, it was a big deal…
The WoT Blitz team chose to collaborate with a celebrity who was quite unconventional compared to those featured in past campaigns. Joel Zimmerman, aka deadmau5, is a Canadian electronic music producer and DJ. We saw this as an opportunity to speak to the audience in a new way, to present the game differently.
The research we conducted to understand how Generation Z feels about Christmas highlighted something we already suspected. The new generation doesn't necessarily associate Christmas with a family holiday, and they don't like the pressure to spend it at home. They easily see Christmas as just another party.
The goal was to step away from the theme of traditional Christmas. In fact, the idea was to do the opposite, but without disrespecting Christmas. That's why we were faced with the challenge of finding a different angle. At that point we came up with Blitz hits different, the campaign’s main tagline. It clearly addressed the brief’s objectives, clarifying how we could evolve the project and the message we wanted to convey.
As we built the campaign, we concentrated on fostering the Hits Different narrative within the team. We defined Hits Different as something unique, better than the usual. We had a kind of mantra: we’d create something, then step back and ask ourselves, "How is this different from what came before?" It was kind of a philosophy we were building.
Production
More than a hundred people worked on the entire project. Beyond in-game content, the campaign showcased a comprehensive suite of promotional assets and activations, including 88 key arts, 17 unique videos and themed app store packages. The integration also featured digital billboards in Los Angeles and Las Vegas and exclusive merchandise.
The story told in the main video revolves around the character deadmau5 putting on a helmet and transforming into his avatar, who then tears through the city in a tank, filled with crazy characters and events. Deadmau5 suggested a number of tracks that he could release, and we chose one that hadn’t been shown anywhere before. So, this was the official release of the new composition, and our video became the official music video for it. By the way, later there were many comments from fans saying that deadmau5 came back with an awesome track.
One of our favorite aspects of the main video is a huge number of Easter eggs. There’s a reason for the duck, a reason for the guy carrying boxes and a reason for the yellow characters — a lot of elements that nod to different events in WoT Blitz. They help create stronger emotional connections with the game's fans and make the video more meaningful to the community.
The real challenge was to integrate these Easter eggs seamlessly throughout the video. In the end, however, dedicated players and game developers praised it as the most Easter egg-filled WoT Blitz video, one they rewatch on repeat to find them all.
The shooting of deadmau5 took place in Miami. We worked with one of the largest local studios, which has various types of camera robots. This technology involves complex, programmable camera movements, which were essential because the narrative of the video required intricate angles and complicated camera movements, both in the CGI and live-action parts. The shoot day was very tight. The main challenge — aside from the shots for the primary video — was capturing a lot of additional marketing assets with deadmau5.
One talented engineer and artist created a custom deadmau5 mask for the video, which featured built-in LED panels that responded to sound and displayed a sound wave histogram. It turned out to be a very heavy piece, which presented a challenge that deadmau5 accepted and handled like a pro.
Results
If you look at the reaction, the overall feeling is one of positive surprise — people saw something unexpected, something different, something WoT Blitz hadn’t done before. The numbers are also inspiring:
- 1,536 campaign assets
- 282 million campaign impressions
- Monthly game revenue ↑44%
Here at Playsense, we were definitely the good boys and girls last year, since we got the best gift from Santa — the unique opportunity to work on such a complex and awesome project.
Blitz Hits Different!
Launching Riot Games' Valorant on the console in five of Europe’s top cities - London, Barcelona, Rome, Milan, and Berlin, wasn’t just about making noise; it was about shaking up the scene and grabbing attention in a crowded space. With massive high-res screens, we had to bring the game to life in a way that hit hard, stayed true to Valorant’s killer vibe, and, most importantly, met the company’s strict global brand guidelines. All within a tight deadline that meant there was no room for error.
To create a 3D billboard introducing a new Valorant agent amidst Dubai's stunning skyline, we focused on the character Harbor, who can control water. This allowed us to craft a captivating short story with striking visual effects that highlighted Harbor's abilities against the backdrop of the Persian Gulf.
We designed the billboard with two screens, making it look like Harbor is throwing a water ball to the second screen. This draws attention to the message without overwhelming viewers. To showcase Harbor's background, we carefully designed his room, including a hologram of his beloved motorcycle, reflecting his character’s lore.
We approached the video production for the billboard in two ways: one with minimal distortion that lost some impact, and the other with maximum 3D effect at the expense of side image quality. We chose the second option, offering the exciting visual of the character seemingly breaking through the screen.
The campaign generated 24,000 posts and publications about the billboard, with over 6.6 million video views and half a million positive reactions.
Cutscenes are essential in gaming. In Payday 3, skipping them means missing important story details. We collaborated with game developers to explore the game's twists and characters deeply, understanding their motivations and ties. This led us to create detailed directorial scripts using plans, lighting, and artistic techniques to highlight key elements.
Inspired by Nolan's “The Dark Knight,” we focused on calm yet engaging visuals. Much like in the film, every detail counts—no unnecessary effects or movement, just carefully arranged shots. Each cutscene features a limited number of shots, even the longest with only about 10, all crafted to clarify the story and actions. The outcome? A graphic novel-style storytelling that connects the game's levels.
As a child, I was deeply immersed in the Lord of the Rings universe. I read the books numerous times and acted out movie scenes with friends in the yard. I dreamed of being part of this incredible world, and now that dream has come true. My team at PLAYSENSE created a CGI trailer for the game GOLLUM, which premiered at the Game Awards. It was an unforgettable experience, and I am thankful to everyone who supported us.
Challenges in life are exciting. They make you feel like a hero, completing tough quests. You learn, grow, and adapt for future challenges. My team of 25 artists created an impressive 2-minute CG cinematic with 23 shots, 107 seconds of character animation, 5 unique characters, and 24 special effects in just 2 months. It took thousands of hours of hard work, creativity, and teamwork. Despite being from different countries and working remotely, we united to achieve our goal. Our team is our greatest asset.
Happy to share with You exciting news that World of Tanks has partnered with Sony Pictures Entertainment to bring in-game top Amazon Show “The Boys”, which is now in its full swing with Season 2! Butcher, Mother’s Milk, Hughie and Frenchie have been hard at work adding their own unique twist to their newest, and ultimate, boys’ toy. Each of them has added some of their own personal items to the style so anything and everything can be found on here, from Butcher’s iconic crowbar to Frenchie’s makeshift cell.
You know what they say: “Heroes aren’t born, they’re made”, and they’re ready to be made on the World of Tanks battlefield.
Rediscover the MONOPOLY you love in a way you’ve never seen before. With shorter rounds, race other players across the chaotic streets of Monopoly City, collect resources, buy and upgrade properties, mess with your opponents and avoid their tricks to win the race for riches.
I am really proud of our new Announce Trailer for MONOPOLY MADNESS from Ubisoft. It was an amazing adventure, where every second of work brought me real pleasure.
Something sinister is happening in the town of Mirny-13. Monstrous tanks are appearing out of nowhere to sow death and destruction. Only our team knows what this hideous place conceals—as they have been working on the atmospheric video below for countless hours. I proudly present you "The Survivor's Story" which sets the mood for this year's Halloween event.
Full CG trailer for the announcement of a new mobile game. Strategy? Tower defense? RPG? Runegate Heroes has got it all! Defend your towers and the portal, lead the charge of your heroic team, counter enemy summons with cunning and use skills tactically to become victorious.
Full CG trailer for the announcement of a new mobile game. I worked with the talented team from the Agency of Wargaming, and also learned a new profession as a producer-stuntman, making my debut as a mocap-actor. It turned out not only to save on the budget but also to make a great team-building on the set. :)
The first mini-series in the World of Tanks universe. Every year, the line between movies and games blurs more and more. And complex projects always challenge and motivate to create new innovations. In this project, we were able to combine live shooting and game engine gameplay. All the gameplay scenes were created without the use of CG. This accelerated production time, reduced the budget, and opened up new ideas and opportunities for the series.
All 5 episodes can be viewed here:
Pagan Online is a fast-paced hack-and-slash action RPG set in a fantasy universe that is inspired by Slavic myths.
You may notice the lyrics above are from 'Aces High', Iron Maiden's most famous song about war, which was written about the Battle of Britain. I am pleased to announce that we have released a music video collaboration for this iconic song that features graphics from the World of Warplanes engine as well as planes that took part in the Battle of Britain.
There comes a time in World of Tanks Blitz when death on the battlefield is not the end. It is just the beginning. Respawn again and again, use new abilities, and defeat any foe you meet in your way. Fight in the new Uprising game mode in World of Tanks Blitz!
Client: Wargaming/ World of Tanks
Producer: Alex Slyusarev
Project Manager: Alina Malysheva
Executive Creative Director: Sandro Gelashvili
Art Director: Pavel Pilovets
Creative Copywriter: Vladimir Varava
Motion Designer: Aleksandr Pimenov
Editor: Glib Zhukov, Maksim Sivokozov
Sound Designer: Vitaliy Garmash
Client: Wargaming/ World of Tanks
Producer: Alex Slyusarev
Executive Creative Director: Sandro Gelashvili
Art Director: Pavel Pilovets
Director: Ilya Kluisha
Creative Copywriter: Vladimir Varava
Motion Designer: Andrei Andrushevich
Editor: Maksim Sivokozov
Sound Designer: Yuriy Ocheretyanyy
The Road to Berlin game event kicks off in World of Tanks on May 4th. We made full gameplay cinematic trailer for this event, seating at home during COVID-19, and I am happy to share it.
A new sheriff's in town ready to take on the lawless battlefields. The American heavy, the T26E5, is prepared to use all the weapons in his arsenal to chase the World of Tanks Blitz bandits outta town. A true gunslinger, this heavy is perfect for those who wish to banish the enemy from the battle!
Client: Wargaming/ World of Tanks Blitz
Producer/ Director: Alex Slyusarev
Editor/ Director: Denis Zubovich
Project Manager: Anna Pronina
Sound Designer: Vitaly Garmash
Producer: Alex Slyusarev
Executive Creative Director: Sandro Gelashvili
Art Director: Pavel Pilovets
Director: Ilya Kluisha
Creative Copywriter: Vladimir Varava
Motion Designer: Andrei Andrushevich
Editor: Maksim Sivokozov
Sound Designer: Yauheni Sukhavei
