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Xbox Sets Guinness World Record to Launch New Game ‘Sea of Thieves’

215 McCann campaign sees David 'The Bullet' Smith shot out of a cannon and set a GWR for 'Greatest Distance Travelled as a Human Cannonball'

Xbox Sets Guinness World Record to Launch New Game ‘Sea of Thieves’

Sea of Thieves is a new shared-world adventure game developed by Rare for Xbox One and Windows 10 PC.

In this new world, legends aren’t born. They’re forged through beginner’s luck, happy accidents, daring deeds, and, sure, even the occasional epic failure. Players who set sail in Sea of Thieves unfurl their own unique pirate legends.

A game of legends requires a legendary ad campaign so 215 McCann decided to start things off with a bang. Literally.
The agency partnered with Microsoft’s lifestyle marketing team to shoot David “The Bullet” Smith out of a cannon 195 feet and set a Guinness World Record for “Greatest Distance Travelled as a Human Cannonball.” A man was launched to launch our campaign.

Then, to honour the most ridiculous deeds and unexpected accomplishments in this shared-world, the agency created a huge pirate museum. They enshrined real players as certified legends of a weird open sea. And everyone’s favourite treasure hunter, Sean Astin, guiding tour groups in the Museum of More Pirate. Eight unique videos bring different game elements to life online and in movie theatres near you.

The campaign aired globally on paid media (OVTV, SEM, High Impact/Standard Display, Cinema, Owned and Paid Social, OOH, Retail, Influencer) beginning April 2nd. Sea of Thieves is available now on Xbox One and Windows 10 PC.
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Advertiser: Microsoft Xbox / Sea of Thieves

Marketing Director: Julie Lowe

Global Head of Advertising, Media & Product Marketing: Lisa Humphries

Shopper Marketing Manager: Lifestyle and Pop Culture Marketing: Kumar Manix

PR and Social Media Manager: Shon Damron

Senior Director: Taylor Smith

Creative Agency

Creative Agency: 215 McCann

Copywriter: Andy Holdeman

Art Director: Tor Kologlu

Chief Creative Officer: Scott Duchon

Assistant Account Executive: Monisa Lu

Director of Business Affairs: Mary Beth Barney

Director of Strategy: Brian Wakabayashi

Management Supervisor: Bryant Marcia

Senior Account Executive: Ben Blaska

Director of Integrated Production: Alex Spahr

Business Affairs: Peter Goldstein

Executive Producer: Jeremy Arth

Production Company

Production Company: Biscuit Filmworks

Executive Producer: Jeff McDougall

Director: Isaiah Seret

Line Producer: Andrew Travelstead


Edit Company: Beast

Editor: Connor McDonald

Producer: Jeff Bielat

Executive Producer: Jon Ettinger

Post Production / VFX

Flame Artists: Brian Hajek, David Hernandez, Mark Holden, Michael Vaglienty

VFX Supervisor: Jake Montgomery

Telecine: Company 3

CG Lead: VFX Supervisor / Lead CG: Andy Boyd

Lead CG FX: Brian Burke


CG Artist: Zachary DiMaria, Stew Burris, Jamie Ohara, Joel Durham

Executive Producer: Asher Edwards

Matte Painting: Maxx Burman


Engineer: Jeff Malen

Sound Designer: Michael Anastasi

Sound Mix: Lime Studios

Digital Production Company

Colourist: Dave Hussey