Konami recently launched the 2012 edition of its popular Pro Evolution Soccer (PES) videogame behind a series of character-driven Web videos created by Ignited USA and directed by Tool’s Jason Zada. Working closely with the creatives at Ignited, Zada helped give life to Robert Roberto Roberto, a legendary (and fictional) soccer referee whose zealous respect for the game permeates his home and colors his outlook on all areas of life.
Developed with the tremendous ideas of Ignited USA, the 13 videos are the centerpiece of Konami’s PES 2012 website, and they are an exploration of the comedy that unfolds when Robert Roberto Roberto steps off the pitch and into the chaotic real world.
to view all of the Robert Roberto Roberto Web videos.
Client: KONAMI Pro Evolution Soccer
Robert Roberto Roberto
Product: Pro Evolution Soccer 2012
Launch: October 2011
Agency: Ignited USA
VP(s)/Group Creative Director(s): Jordan Atlas, Troy Scarlott
Creative Director: Jordan Atlas
Art Director: Jose Eslinger
Copywriter: Carissa Zaino
EP: Diego Espana
Editor: Kenneth Dodge
Production Co.: Tool
Director: Jason Zada
EP(s): Brian Latt, Oliver Fusiler
EP Digital: Dustin Callif
Bicoastal Tool is an award-winning production company, representing top live-action directors and interactive directors for advertising projects. From funny… visually engaging… and/or interactive, Tool’s diverse roster of unique talent creates unforgettable commercial and digital content across all platforms.
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