Press release from Cutting Edge
Cutting Edge, a leading provider of creative, broadcast, visual effects, film and technical services to the media and entertainment industries, has announced their involvement in the release of the highly anticipated brawler game, Anarchy Reigns™ by Platinum Games Inc. and Sega®.
Platinum Games is fast growing a reputation as a company that takes risks and delivers exciting games. The collaboration between Platinum Games and Sega appears to be potent, given their recent run of successful gaming releases.
Cutting Edge developed the TVC for Anarchy Reigns along with Tokyo based advertising agency, Harajuku Sun-Ad. A highly successful partnership, Harajuku Sun-Ad and the Cutting Edge VFX team, lead by Colin Renshaw, have worked together for a number of years now.
With this type of trusted relationship, Renshaw was given the unusual freedom to work unscripted to ensure greater creative control. “With no less than eight Anarchy Reigns creative treatments developed, the biggest task was choosing which one to go with,” said, Colin Renshaw, Cutting Edge’s leading director/ VFX Supervisor.
“It‘s really amazing what can be done when you break the barriers surrounding production and post-production,” said Takeshi Takada, Cutting Edge’s international marketing manager.
“Being in the business of creative conception through to final execution – means there is no compromise in creativity. For the gaming market, creativity is absolutely everything!”
Harajuku Sun-Ad Creative Director, Keiichi Murai, when asked about his working with Cutting Edge said, “Once again, Colin and his team demonstrated their strength in creativity. We loved the sense of style and taste they bring to these projects. We were so happy with the consistent and passionate support offered throughout the process.” Murai, further said,”Go Cutting Edge!”
This project came with a precise vision of how it should look. The Japanese game developers were fastidious, given that they had worked on this game for over two years.
Colin Renshaw deciphered these needs and delivered the spot by utilising his deep knowledge of high-end animation and ‘lo poly’ to ‘hi resolution’ techniques.