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22 October 2019

Game on, or gamer over?

by Andrew MacGregor


HP: “Focus” - 30s

HP encourage China to "achieve gamefulness" in this off-kilter series of films by Wieden+Kennedy Shanghai and directing duo The Sacred Egg. One crucial tenet of this newfangled meditative state is focus, which is illustrated by an admittedly impressive 'human pineapple' that supports a Gamer Training Institute candidate in full flow.

This might be all well and good for those on the Chinese mainland, but what about players based in Hong Kong? As the recent controversy surrounding 'World of Warcraft' and 'Hearthstone' developers Blizzard shows, the superpower's definition of fair play is spotty at best. Thus, any brand who wants a slice of the market may have some tricky conversations ahead.


Film Production: Hamlet Ⓦ / Riff Raff Films Ⓟ Ⓦ
Director: The Sacred Egg Ⓟ Ⓦ
Cinematographer: Benjamin Todd Ⓦ (WPA Ⓟ Ⓦ)
Editor: Sam Bould Ⓦ @ Cut+Run Ⓟ Ⓦ
Post Production: MPC Ⓟ Ⓦ
Colourist: Duncan Russell
Sound Designer: Mark Hills / Jon Clarke @ Factory Ⓟ Ⓦ

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