'Boxhead' Spot Reveals True Xbox Identity

Golden Square has helped create an eerie 60-second spot for the Xbox that will be seeded as a viral and than launched on to TV.
The campaign, which backs the launch of the new Xbox Live Vision camera, is set in a world inhabited by people with funny-face boxes on their heads.
The ad follows a day in the life of a box-headed woman as she goes about her business, from eating lunch to being stood up on a blind date. While walking home, she spots a self-help group for people like her. When she enters, she and her fellow boxheads sit in front of computers that all have the Xbox Live Vision camera. A strange shamen-like man takes a picture of them all and they get to see their box faces clearly for the first time – when they do, their heads explode to reveal their true selves.
Vfx Artist Harry Jarman worked on the explosions and tracking the material into the screens.
Bryony Harrison, who heads up Golden Square’s Disqo department said: "It was great to work with James [Hilton] and Simon [Cracknell] on this project, building our ‘digital’ contacts through Disqo and working on such exciting and innovative projects for varying media platforms."
Marking another project for Golden Square’s Disqo department and their continuing work on virals and web based content projects and working with the likes of AKQA, Profero and Glue.
THE spot may be viewed at www.youtube.com/watch?v=XbQ4tpTZjeg*
Earlier this year Golden Square Post Production launched Disqo, their digital production operation, with the aim of offering creative and production expertise in the digital arena.
Golden Square have also set up a facility in Shanghai with the Digital Agency Profero.
(SP)