You’re the star of Old Spice Youland. This insanely humorous production uses data from your Facebook profile to generate your very own personalized video game. Find yourself in a ludicrously pixelated Old Spice universe loaded with talking animals, unbalanced strip mall-to-human ratios, multi-person jetpacks, interdimensional cyborg race cars, and all your closest friends. With three unique levels of action-packed arcade-style gameplay, colourful retro visuals, and a soundtrack inspired by the most-explosive 80s action movies in existence, Old Spice Youland is a blast from the past with you at the steering wheel.
Best Co-production: Old Spice Youland was created by Wieden+Kennedy and produced by MediaMonks. This project’s production embodied everything good about making games; it’s a heady mix of collaborative creativity, technology, storytelling and seeking limits. The game came together under a terrifically tight deadline and was designed and developed over a number of time zones, with the core of W+K located in Portland and the headquarters of MediaMonks in Hilversum. Supervised by the all-seeing eye of Old Spice, the eccentric production illustrates the expertise and insanity of all parties involved.
Motivatie 2e categorie
Best Art Direction: To capture the bizarre, over-the-top and downright crazy visual world of Old Spice, we opted for an arcade-style and made the most of every pixel. We drew inspiration from the finest retro classics as well as more recent lo-fi eye-candy productions, making Youland both a personal love letter to the original pixel pioneers as well as a tip of the hat to contemporary retro-wave games. Every level was an occasion to try fun things and explore the limits of the Old Spice visual universe in a pixel-art format.What makes Youland extra special is the fact that most visual elements are sourced from the player’s Facebook data. The pixelated faces of the characters are generated from Facebook profile pictures, while obstacles and cutscene references are filled with information taken from liked pages and personal interests. The amount of assets is almost as insane as Terry Crews’ lack of body fat!!
Motivatie 3e categorie
Best Music & Audio: MediaMonks’ in-house sound department created over a whopping 1400 unique sound assets that fitted the game like a glove. The sound design includes dozens of personalised voiceover lines from the legendary Isaiah Mustafa and Terry Crews, as well as the sounds of people turning into cars, riding giant beavers, firing skunk-fart guns and getting their arms bitten by a shark. Right, not your everyday sounds. The playback of in-game sounds and cutscenes change dynamically depending on the user’s Facebook data input, taking into account their work, school, age and gender.We crafted distinct music tracks for every stage of the game, each suiting and embracing the game’s sonic style. This resulted in a radical blend of the best (and worst!) of 80s music, delivered in all its retro-gaming glory. Some tracks consist of multiple parts, allowing the music to adapt to the player's progress. To top it off, we compiled a collection of most-epic tracks and made them available for everyone.
Motivatie 4e categorie
Best Technical Achievement: Using dynamic animations and a clever customisation system we were able to tailor most in-game and cutscene assets to the player’s Facebook profile. We created ridiculously funny yet very recognizable avatars by using the faces, hairstyles and skin tone of the users and their friends. To pixelate the players’ profile photos we used multiple processing steps: cropping, rotating and mirroring the original picture to gain a correct front view, followed by a little tinkering with the contrast and other filters to achieve the desired pixel effect. By extracting bounding boxes of the facial features, we added blinking eyes and moving mouths to make the avatars all the more awesome.