PostPanic Goes Mysterious for McDonald’s


Watch The Lost Ring Trailer 1 | Trailer 2 | Trailer 3

Okay, wait. It’s not what you think. I promise you won’t see a single Quarter Pounder or McNugget in these new trailers directed by PostPanic’s Mischa Rozema for McDonald’s and agency AKQA.

What you will see is a whole lot of tasty compositing, some beautiful typographic work and a visual tone that’s a cross between Lost and The Matrix. The trailers are for The Lost Ring, a game that takes place both online and off, encouraging players to investigate the mysteries of the Olympic Games. The experience, which has been dubbed—prepare yourself—a “global alternate reality adventure,” was created in cooperation with the International Olympic Committee, McDonald’s, AKQA and game designer/theorist Jane McGonigal.

I smell a conspiracy.

Which, I guess, is appropriate, given PostPanic’s trailers. While I’m not a fan of the acting (it feels a little stiff and Star Wars-ish), the visuals are seductive and hint at an experience that might be fun to at least casually check out. You know, the same way I casually checked out Katamari Damacy so many years ago and kissed days of my life goodbye.

I’ve compiled some of the production stills from PostPanic’s shoot into a PDF here.

Joost Korngold (a.k.a. Renascent) nailed the opening titles and supers. I love the oscillation between the serif clockwork animations, and the glitchy sans serif supers, which feel like a high-speed microfiche tour through top-secret CIA files. Joost’s typographic work acts as an anchor to the trailers, creating breathing spaces and adding fragmentary data that lodges in your subconscious.

Full credits

Linkage

If you want to get into the game, start clicking on this action. I value my social life, so I shall abstain. Have fun.

The Lost Ring (Trailer site)
The Lost Ring
The Lost Olympic Sport (Eli Hunt, Olympic Historian)
The Lost Ring Wiki (User generated wiki, tracks clues and the progress of the game)

About the author

Justin Cone

/ justincone.com
Together with Carlos El Asmar, Justin co-founded Motionographer, F5 and The Motion Awards. He currently lives in Austin, Texas with is wife, son and fluffball of a dog. Before taking on Motionographer full-time, Justin worked in various capacities at Psyop, NBC-Universal, Apple, Adobe and SCAD.

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6 Comments

david

so this is what’s kept him from handing off his PSST! section to us ;)

lookin great joost!

renascent

it was one of the jobs that kept me, theres more… ;-)

the 4th trailer went up btw.

i didnt create the sans serif bits, mischa did those. i did create the rings designs and animation and clockwork serif supers… mischa then released his magic post/edit/mix work to them.

positron

A good job to all involved making a tightly executed visual feast. Sincerely.
But. I hope you don’t mind some criticism here.
What I see here is a profound disconnect of form & ideas. One, it’s shot quite prettily on film (or HD to resemble 35mm) and edited to evoke a widescreen cinematic experience; two, it’s for an online video game, correct, meaning the final experience is web-based; so aesthetically where does the ‘TV-glitch’ style of editing & compositing come into play? Why take a pretty piece of widescreen film and throw a scanline effect over it? The ‘bad-tv’ effect is about 10 years late to the party and is an empty signifier in a digital-content driven visual culture.
Speaking of empty signifiers, why follow the structure of a film trailer for something that’s not a film? Trailers are high-impact and formulaic, but mercifully fast. Lengthening the format emphasizes the triteness and kills the aura; and beyond that perhaps some more innovative method of telling the story could have been devised?
Speaking of which, why is everyone aspiring to make everything look like Hollywood? The joy of this field used to be in presenting some type of alternate vision to that model. These ‘trailers’ employed every technical cliche in the book, from the faux-dramatic fade-to-black edits, the ‘rush’ audio cuts, the bombastic ‘epic’ soundtrack and the afore-mentioned bad-tv glitcherama. I kept waiting for the voiceover: “In a world….”, oops, there it was!
I’m not trying to be a hater, just trying to resist the homogenization of visual culture in our industry. We as artists & designers have more tools, media savvy & channels of discourse than at any other point in history. Just a thought,
love,
positron

boca

Man, what a huge prodution! Great stuff, sweet typographic work (no surprise there)! If you squint when on the rings part you can see part of the MC Diddy logo, I swear!

Good job!
cheers

Lumix

cool work

Yussef

Positron, you are not a hater you are effin brilliant. I agree %10000 with that post.

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