ADFEST 2024

< TO 3-DAY PROGRAM

Against the Current with Game Advertising:
Boosting Solid Storytelling with a Combination of Technological
Achievements and (still) Irreplaceable Human Factor

Michał Misiński/Mayu Yamashita

Now, picture this: you’ve got the inside scoop on Cyberpunk 2077: Phantom Liberty's promo music video and custom-made ending titles for the game’s expansion – sprinkled with insights from Juice’s director, Michal Misinski, behind the scenes, and Mayu Yamashita, a head of production from Juice's Tokyo outpost.

During the presentation, Michal and Mayu will explore the changing landscape of gaming titles' advertising. It's not just about eye-candy 3D anymore. You'll find out how the proper mixture of top-quality CG achievements and live-action dynamics brings game characters to real life (usually, it's the other way around, right?). And, oh yeah, they’ll be delving into the cyberware mechanical stuff – think using prosthetic makeup! Summing up – it's movie magic for gamers – with love.

Juice isn’t just making ads; they’re crafting a whole vibe for gaming narratives and the entertainment industry. During this session, you get a backstage pass to the ultimate gaming storytelling – don’t snooze on it!

Hashtag:

Visual Effects, CGI, CG animation, Gaming Advertising, Cinematic Storytelling, Cyberpunk2077, Phantom Liberty, Tech In Advertising

Michał Misiński

Film Director & Partner

Juice

Warsaw

Michał is a director recognized for his visually appealing mixed media world creations with a clean, design-driven style. His background in VFX not only fosters creative daring but also influences storytelling skills, resulting in awards for his work. Michał’s skill set extends to directing automotive commercials worldwide, where his creative vision and expertise shine with international brands such as Porsche, Honda, Škoda, Mitsubishi, and more.

He has contributed to numerous projects, including the History Channel's "Vikings" trailer, "Project 2501: Homage to Ghost in the Shell," a non-commercial tribute to Shirow Amassment’s manga and Mamoru Oshii’s film, a BBC campaign promoting the 2014 Sochi Winter Olympics, which earned him a BAFTA award, and served as a second unit director and an art director in the Netflix series "The Liberator."

Recently, Michał had the opportunity to direct a promo music video for Cyberpunk 2077's Phantom Liberty extension, which also serves as the game's ending title, further showcasing his prowess as a director in the industry.

www.j.studio/talents/michal-misinski

www.instagram.com/michalmisinski

Mayu Yamashita

Head of Production

Juice

Tokyo

Mayu stands as head of production at Juice Tokyo, formerly with AOI Pro. Inc., Japan’s leading production company. She led numerous extensive CGI and creative projects, including commercial work for industry giants such as Nintendo, Shiseido, Audi, Nissan, Uniqlo, and Toyota. Most recently, she coordinated VFX production for Japanese feature film Monster ("Kaibutsu”) which won accolades at the Cannes Film Festival.

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