As the new iPad drops this Friday (16th March) it brings with it a headache for developers and designers – a retina display of 3.1 million pixels with a 2048 x 1536 resolution. While increased pixel density means a sharper delivery and better looking graphics, there’s a cost — larger images mean more bandwidth required and longer page loads.
We here at Collective are gamers. Some of us play football games, a lot more of us have an unhealthy addiction to First Person Shooters and all of us occasionally dabble in some lunchtime Bomberman (on the SNES, duh) but we are united in a common passion for all things pixellated. So upon watching this ad, it wasn’t suprising that our usually eloquent Creative Director Steve could only mutter ‘yeah… that’s really good.’
In Michael we saw ourselves, and of course that was the intention of Deutsch, the Californian agency responsible for the ad. Jason Elm, executive creative director, said of it ‘We wanted to make something that really demonstrated what it’s like to play games and why gaming is so amazing. We want them to say, ‘Yes! That’s how I feel.’ In doing so they have tapped into the heart of the gamer and the unity they feel with whichever character they happen to be developing their short but sweet eight game-hour (Modern warfare 2) relationship with. Testament to this is the fact that five days from the ad appearing it had racked up close to nine million online views.
With lots of work coming up for us in the Gaming industry it’s lovely to see work like this rising to the top. Keep it coming!
