Superlounge's Richie Keen's Xbox Kinect Sports

For the follow-up to the best-selling game Kinect Sports, Superlounge partnered with Xbox to create a laughter-inducing, six-spot digital campaign for the sequel: Kinect Sports: Season Two.
Director Richie Keen of Superlounge utilized his extensive background in comedy and improvisation to help create the six pieces that hilariously highlight all the fun and games behind Kinect Sports. Each spot in the campaign features news anchors who witterly report game-day highlights from real-life players of Kinect Sports: Season Two. Delving into unique game scenarios for an array of sports featured in the game, the news anchors chime in with their own side-splitting commentary on the game play action.

To view the six-spot campaign, click here: http://tinyurl.com/3uhhcoo

 
For Director Richie Keen, the most fun was creating six completely different looks and textures for each of the six spots and six sports featured. “For football, it appears very slick with two anchors at a desk and graphics running behind them,” details Keen. “We juxtaposed that with the tennis spot, which looks somewhat like a Katie Couric interview. We gave each spot and each sport its own setting, lighting, and feel, which was really fun.” Also rewarding was Keen’s collaboration with the agency AKQA, which he says was great. “We were all on the same page very early on. The goal was clear: to represent the brand well, and to be funny. We all worked very well together.”

 

“Richie's connections with the LA comedy scene gave us a cast of brilliant, fresh-faced comedians,” comments Jaime Diskin, Creative Director, AKQA. “Working with him was a dream. Comedy is one of those things you can't teach. You either know it or you don't. Richie knows it better than any director I've ever met. A gifted director if ever there was one.”

Client: Xbox

Spots: "The Drill," "The Dugout," "The Oche," "Parlez Vous Ski?" "Fifteen Love," "Kinect Sports Season Two Golf Invitational"

Agency: AKQA

Creative Director: Jaime Diskin

Associate Creative Director: Patrick Maravilla

Copywriter: Gilberto Muinos

Art Director: Jeremy Wirth

Producer: Ed Galvez

Production Company: Superlounge

Director: Richie Keen

Executive Producer: Dave Farrell

Producer: John Hopgood

DP: Arlene Nelson