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Superlounge Director Richie Keen Crafts Comical Campaign For Xbox Kinect Sports: Season Two via AKQA

For the follow-up to the best-selling game Kinect Sports, Superlounge partnered with Xbox to create a laughter-inducing, six-spot digital campaign for the sequel: Kinect Sports: Season Two. Director Richie Keen of Superlounge utilized his extensive background in comedy and improvisation to help craft the six pieces that hilariously highlight all the fun and games behind Kinect Sports.

To view the six-spot campaign, click here:

Each spot in the campaign features news anchors serving a bit of wit while reporting game-day highlights from real-life players of Kinect Sports: Season Two. Delving into unique game scenarios for an array of sports featured in the game, the news anchors chime in with their own side-splitting commentary on the game play action.

For Director Richie Keen, the most fun was creating six completely different looks and textures for each of the six spots and six sports featured. “For football, it appears very slick with two anchors at a desk and graphics running behind them,” details Keen. “We juxtaposed that with the tennis spot, which looks somewhat like a Katie Couric interview. We gave each spot and each sport its own setting, lighting, and feel, which was really fun.” Also rewarding was Keen’s collaboration with the agency AKQA, which he says was great. “We were all on the same page very early on. The goal was clear: to represent the brand well, and to be funny. We all worked very well together.”

“Richie’s connections with the LA comedy scene gave us a cast of brilliant, fresh-faced comedians,” comments Jaime Diskin, Creative Director, AKQA. “Working with him was a dream. Comedy is one of those things you can’t teach. You either know it or you don’t. Richie knows it better than any director I’ve ever met. A gifted director if ever there was one.”

Other recent projects for Superlounge Director Richie Keen include “In the Flow,” a new sketch comedy show, produced by Jamie Foxx and “Aim High,” a web series about a high school hit man. Keen is currently in the midst of pre-pro on a new three-spot campaign for AIU via Ogilvy for Superlounge.

Client: Xbox
Spots: “The Drill,” “The Dugout,” “The Oche,” “Parlez Vous Ski?” “Fifteen Love,” “Kinect Sports Season Two Golf Invitational”

Agency: AKQA
Creative Director: Jaime Diskin
Associate Creative Director: Patrick Maravilla
Copywriter: Gilberto Muinos
Art Director: Jeremy Wirth
Producer: Ed Galvez

Production Company: Superlounge
Director: Richie Keen
Executive Producer: Dave Farrell
Producer: John Hopgood
DP: Arlene Nelson

About Superlounge:
Original, wry & sublime: Superlounge is a spanking-new production company launched by Director Jordan Brady and EP Dave Farrell in Fall 2010. In addition to Brady, Superlounge features the talents of award-winning comedy director Tom Schiller and AICP Show honoree David Neham; as well as the visual stylings of Jeannette Godoy. This year alone, Godoy was selected to “Shoot” Magazine’s New Director Showcase for 2011, profiled as an up-and-coming Director in “Shots,” and short-listed for the “Young Director Award” at Cannes. Individually, the Superlounge directors have collaborated with Crispin, Porter + Bogusky, The Richards Group, Leo Burnett, DDB, Carmichael Lynch, McKinney, and more. New projects for Superlounge include Brady-directed commercial campaigns for T-Mobile and Avery. The company is also in development with cable networks to produce original programming. Naturally, Superlounge’s first project is a short film series on next generation stand-up comedians.

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