XBox, Alan Wake: Coffin light

Dark is Deadly

Microsoft Canada is looking to scare gamers with a unique campaign created to support the launch of Alan Wake, the highly anticipated psychological action thriller game.

Advertising Agency: MacLaren McCann, Toronto, Canada
Creative Directors: Sean Davison, Scott Couture, Gary Lennox
Art Directors: Arron Isaac, Ben Playford
Copywriters: Natalie Greenspan, Bill Schaefer
Photographers: LSD Photographers
Illustrator: LSD/ JP Goulet Group
Published: May 2010

16 comments

nifty1's picture
nifty1
50 pencils

erm.. how do they get the light to form a coffin shape..?

Blashyrkh's picture
Blashyrkh
32701 pencils

Wondering the same. It looks cool, if it's real.

Guest's picture
Guest

It looks like those "light" fixtures above the billboard could be projectors, but also the billboard looks to be raised. Perhaps there is two layers and simple florescent lighting in between?

Guest's picture
Guest

The Lamp is just a lamp. There are lights shaped like coffin behind the dark material. i guess. and there may be thicker materials framing the lights. so that some perfect edges can occur.

mikeelrapido's picture
mikeelrapido
1929 pencils

I agree - if it's real it's great..

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keithstoeckeler's picture
keithstoeckeler
425 pencils

Anytime a night light can appear on a billboard is a good day for me.

Guest's picture
Guest

It's real. I live in Toronto and walked past it.

Guest's picture
Guest

Lighting under the billboard.

Shingo's picture
Shingo
406 pencils

nice guys

Billoughsby's picture
Billoughsby
5091 pencils

Let me join the voices of assent. Well-done.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Guest's picture
Guest

It's done with a projector.

Guest's picture
Guest

no, it isn't done with a projector.
It looks like some sort of cloth; at night it has white backlighting that sines through whereas during hte day we can only see the exterior.

Guest's picture
Guest

it's just photoshoped, my guess.

Guest's picture
Guest

These can be achieved with EL lights....namely electro luminescence lightings. All lightings are printed onto the print hence flat ...............
The above is just box lightings.

Billoughsby's picture
Billoughsby
5091 pencils

All this kvetchy supposition reminds me of a bunch of squelch kids sitting around debating whether the magician used his sleeve or not ..."Well, if he used his sleeve, it's a dirty cheat..." Who cares!? If it grabs your attention and does it's job, it succeeds. Did it do that? I think so.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

manumartin5's picture
manumartin5
1202 pencils

Nice concept .. nicely implemented.

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