Blur Studio Brings Skylanders Trap Team™ to Life in New 72andSunny Campaign

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“Inside the Trap” and “Trapping Kaos” Highlight Latest Installment of Activision’s Popular, Award-Winning Skylanders® Franchise

Culver City, CA — The characters and world of Skylanders received the Blur Studio treatment in two new :30 commercials produced by critically-acclaimed ad agency 72andSunny for Activision. With CG sequences helmed by Blur's Oscar-nominated director Jeff Fowler, "Inside the Trap" and "Trapping Kaos" feature an exciting new visual scope to bring Blur's special brand of high-octane storytelling to the imaginative world of Skylanders.

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Noted 72andSunny Creative Director Tim Wolfe, “Both Blur and 72andSunny are built around collaborative cultures so we were all quick to jump in together, start laughing and shape where we wanted the project to go from the outset. It made for amazing sessions where everyone had a voice, egos were left at the door and we were all only interested in making the best video humanly possible.”

“Working with a tough little veggie warrior and a powerful super-dwarf armed with TraptaniumTM-infused hammers spurred our creative energy to create something like none other. We had a blast bringing a little mayhem to the world of Skylanders where we built a village and staged a cinematic battle scene between Gulper and Food Fight,” explained Fowler.

Added freelance Creative Director Michael Bryce, “The Skylanders brand is built on the idea of ‘bringing toys to life.’ Working with Blur gave us an entirely new way to look at the characters and what they were capable of.” 

Familiar with Blur's 20-year experience in high-end CG entertainment, 72andSunny enlisted the studio to bring their cinematic chops to the enormously popular franchise’s CG characters and environments for this new campaign. Fowler and his team of 30 artists completed CG material for both spots in less than two months. 

“The level of visual detail and character development Blur brought to the project was incredible. They took an already rich and fun world of Skylanders and turned up the volume helping us make something truly unique and ground-breaking for the category,” said Wolfe. 

“We were excited to get the call from 72andSunny. They're responsible for some of the most iconic and memorable commercial campaigns in recent years and we're big fans,” Fowler concluded.

For more on Skylanders Trap Team, visit:

About Blur Studio

Blur Studio is an Oscar- and Emmy-nominated production studio based in Culver City, California. Founded in 1995, the company provides award-winning animation, effects and design for a wide range of media – short films, large format films, commercials, concept art, feature effects, music videos, game cinematics and broadcast design. Notable clients include ABC, Disney, Marvel, Universal Pictures, Warner Bros., CBS, Microsoft, Paramount Pictures, 20th Century Fox, Sony, Activision, Nickelodeon, FOX Sports and EA, among others. For more information, please visit

© 2014 Activision Publishing, Inc. SKYLANDERS TRAP TEAM and TRAPTANIUM are trademarks of Activision Publishing, Inc.

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