Tag: RESET

Xbox Commercial Directed by Romain Chassaing and Co-Directed by David Fincher

April 10, 2025
Xbox

In Xbox’s Wake Up, directed by Romain Chassaing and Co-Directed by David Fincher, a wonderfully off-beat fairy tale unfolds: Horatio, a rat, rekindles his humanity through the joy of gaming. We follow Horatio through a day in the rat race: a packed commute, the drudgery of the office, a rushed lunch at his desk. The mundanity is interrupted by glimpses of mysterious gamers—the only humans we see amongst the rats. After a long day, Horatio powers on his Xbox on his Samsung OLED TV and connects with his friends. A much-needed dose of fun transforms him into the human he always was.

Xbox – Wake Up (Short Version, 1:23)

Xbox – Wake Up (Long Version, 1:43)

Watch the Concept Designs and VFX Breakdown at 1920 vfx

Tagline
“What brings us joy, brings us back.”

CREDITS

Client
Xbox (Microsoft Gaming)

Partner
Samsung

Products
Xbox video gaming system and Samsung AI TVs

Title
Wake Up (Brand Trailer)

Agency
Droga5 (New York)

Chief Creative Officer
Scott Bell

Executive Creative Director
Tres Colacion, Giancarlo Rodas

Creative Director
Joseph Russomano, Temnete Sebhatu

Producer
Connor Hagan

Copywriters
Jared Schermer, Tomas Coleman

Post Production / VFX
1920 vfx

Colourist
Kai Van Beers

Creative Director
Ludo Fealy

VFX Supervisors
Ryan Hadfield, Chris King, Jorge Montiel Meurer, Chris Gill

VFX Artists
Adam Gramlick, Ahmed Ugas, Alejandro Marzo, Alex Rumsey, Andrea Umberto Origlia, Andreas Georgiou, David Rencsenyi, Eva Bennet, Joe Baker, Juan Francisco Saravi Migliore, Klaudia Skalska, Lewys Rhodes, Lucas Warren, Mattias Lullini, Miles Tomalin, Monika Lesiecka, Robert Lilley, Ross Gilbert, Sergio García Castro, Taylor Webber, Tom Cowlishaw, Joe Baker

VFX Producer
Ross Culligan

VFX Co-Ordinator
Lena Almeida

Digital Matte Painter Artists
Jordan Haynes, Carlos Nieto, Grant Bonser

Proschetic / SFX
Anarchy Ltd. (UK)

SFX Supervisor
Dannielle Boyne

SFX Technicians
Hannah Cooper, Olivia Loughton

Production Company
RESET

Managing Director
Dave Morrison

Director
Romain Chassaing

Co-Director
David Fincher

Director of Photography
Jeff Cronenweth, ASC

Production Designer
David Bersanetti

Art Director
Caroline Soussen

Executive Producer
Jen Beitler

Line Producer
Ash Lockmun

Production Service
B2Y Productions, Bulgaria

Service Producer
Simeon Vasilev

Production Manager
Ivanina Burneva

Editorial
Cut+Run

Editor
Paul Watts

Assistant Editors
Roman Kuznets, Eli Beck-Gifford

Executive Producer
Ellese Shell

Head of Production
Marcia Wigley

Sound
WAVE Studios

Sound Designer & Mixer
Aaron Reynolds

Sound Producer
Eleni Giannopoulos

Executive Producer
Vicky Ferraro

Music
APM Music

Xbox helps you flee the rat race in cinematic spot directed by David Fincher and Romain Chassaing

Droga5’s ‘Wake Up’ film aims to recapture the glory days of gaming ads two decades ago.

Sabrina Sanchez
April 10, 2025
AdAge

Here’s How 1920 Created the Xbox Rat Race for David Fincher & Romain Chassaing

April 15, 2025
STASH

Anheuser-Busch Super Bowl Commercial Executive Produced by David Fincher and Directed by Adam Hashemi

February 3, 2021
Anheuser-Busch

Anheuser-Busch – Let’s Grab a Beer (Super Bowl LV) (“90)

Anheuser-Busch – Let’s Grab a Beer (Super Bowl LV) (“60)

Tagline
“It’s never just about the beer. It’s about being together.”

Press Release

CREDITS

Client
Anheuser-Busch

Product
Beer

Title
Let’s Grab a Beer

Agency
Wieden+Kennedy Portland

Global Chief Creative Officer
Karl Lieberman

Global Chief Operating Officer
Neal Arthur

Director of Strategic Planning
Dan Hill

Creative Director
Michael Hagos

Copywriter
Brad Phifer

Head of Integrated Production
Nick Setounski

Executive Producer
Jessica Griffeth

Senior Producer
Bianca Cochran

Group Account Director
Brooke Stites

Account Supervisor
Meredith Zambito

Group Strategy Director
Stephane Missier

Strategist
Matt Hisamoto

Social Strategist
Irsis Cabral

Comms Director
Zack Green

Business Affairs
Daniella Vargas

Traffic Coordinator
Tina Wyatt

Production Company
RESET

Executive Producer
David Fincher

Managing Director/Executive Producer
Dave Morrison

Executive Producer
Deannie O’Neil

Producer
Vincent Landay

Assistant Producer
Grace Campos

Director
Adam Hashemi

1sr Assistant Director
Bob Wagner

Directors of Photography
Eigil Bryld, Chayse Irvin

Production Designer
Donald Graham Burt

Costumes
J.R. Hawbaker

Sound
Ren Klyce

Music
Barking Owl

Composer
Atticus Ross

Musical Creative Director
Kelly Bayett

Editorial & Finishing
Exile

Editor
Kirk Baxter

Additional Editor
Grant Surmi

Assistant Editor
Christopher Fetsch

Flame Artist
Dino Tsaousis

Flame Assistant
Adam Greenberg

Executive Producer
Sasha Hirschfeld

Post Producer
Toby Louie

The Perfect Storm That Led to Anheuser-Busch’s Super Bowl Ad

Inside the journey to W+K’s ‘Let’s Grab a Beer’

Tim Nudd
February 15, 2021
Muse by Clio

“Let’s Grab A Beer” Grabs 1st Place In Top Ten Tracks Chart

Atticus Ross and Ren Klyce continue to collaborate with David Fincher–this time on a Super Bowl spot directed by Adam Hashemi.

April 2, 2021
Shoot

Cinematographers & Cameras: Insights Into “The Crown,” “Strong Island,” “Mindhunter,” Spots

Robert Goldrich
March 26, 2018
Shoot

One DP just won his first career ASC Award—on the strength of his work on The Crown (Netflix).

Another made key contributions to the heartfelt Strong Island (Netflix), which was nominated for this year’s Best Documentary Feature Oscar.

And a third DP has spent a recent stretch focusing on spots after getting a career break from David Fincher on the TV series Mindhunter (Netflix).

Here are insights from DPs Adriano Goldman, ASC, ABC, Alan Jacobsen and Erik Messerschmidt.

[…]

Erik Messerschmidt

Cinematographer Erik Messerschmidt has spent the past year focused on commercials but his career progression is the reverse of what is typical. Instead of spots serving as a springboard to TV series and theatrical features, it was Messerschmidt’s work on the TV series Mindhunter (Netflix) which established him as a DP, leading to spotmaking opportunities.

Messerschmidt’s commercial lensing exploits have included Taco Bell’s “Web of Fries” cinema, web and TV fare directed by Joseph Kosinski of RESET, Buick and other automotive ads from director Kevin Berlandi, and a pharmaceutical spot directed by Mark Pellington of Washington Square Films. Messerschmidt also shot for Pellington the Demi Lovato music video “Tell Me You Love Me.”

Messerschmidt had been a gaffer who worked extensively on commercials that were lensed by such notables as Claudio Miranda, ASC, Tami Reiker, ASC and Jeff Cronenweth, ASC.

On the feature front, Messerschmidt served as a gaffer on the David Fincher-directed, Cronenweth-shot Gone Girl, a project which proved pivotal. “David knew I had a still photography background and I ended up doing promotional still work with him on Gone Girl,” related Messerschmidt. “David took me under this wing and moved me up to shoot his series Mindhunter.” (The alluded to still photography chops date back to when Messerschmidt worked for still shooter Gregory Crewdson.)

Read the full profile