DIE HARD
We were briefed on the Die Hard Trilogy 2: Viva Las Vegas video game assignment the day after the tragic shooting rampage at Columbine High School in Littleton, Colorado. This was when mass school shootings were new and far from the familiar occurrence we’ve sadly grown accustomed to in the U.S. today. This particular tragedy thrust the country into a new era, forever changing millions of American students’ sense of safety.
With that devastating event as a backdrop, we immediately knew we couldn’t create something highlighting gun violence. The game itself was a violent shooting game, and there was nothing we could do to change that, but we could take a more lighthearted approach to what the game was really all about: being John McClane.
Fans of the beloved Die Hard movie franchise were familiar with John McClane’s heroics and his ability to outwit his enemies and somehow survive unimaginable situations. So the campaign became an open audition that asked one simple question: Are you man enough to be John McClane? This approach resonated with fans and non-fans alike as the auditions showed people fail miserably at being the iconic hero.
TENNIS BALL | DIRECTOR: TIM ABSHIRE
TOUGH ENOUGH | DIRECTOR: TIM ABSHIRE
OLD MAN | DIRECTOR: TIM ABSHIRE
