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14 October 2020

He's such a player.

by Andrew MacGregor



AFK Arena: “Caught in the Act” - 30s

Actor, producer, and Animal Crossing resident Elijah Wood stars in this endearing 30" ad for 'AFK Arena' - a mobile role-playing game (RPG) and certified homewrecker. Well, that's if you believe Uzgahk the Horrid.

The CG orc features in a rival, 'World of Warcraft'-style RPG that no longer scratches Wood's gaming itch. One-hundred-and-fifteen hours spent upgrading a loincloth seemingly does that to a relationship.

Wood and Uzgahk's living room tiff is expertly realised by director Nick Ball, who squeezes every ounce from Hannah Fortune and Chelsea Thorley’s excellent script. For once, a mobile game has genuine stakes.

Credit must also go to Untold Studios for their work on Uzgahk the Horrid - an axe-wielding brute with emotional layers. To quote Bart Simpson, you can actually pinpoint the second when his heart rips in half.


Creative Agency: Wieden + Kennedy Ⓟ Ⓦ
ECD: Iain Tait / Tony Davidson
Creative: Hannah Fortune ♀ Ⓟ Ⓦ / Chelsea Thorley ♀ Ⓟ Ⓦ
Managing Director: Paul Weston
Group Acc Director: Matt Owen
Account Manager: Laura Simmons
Strategy: Ben Armistead
Senior Planner: Anjali Patel
Planner: Rory Foster
Agency Producer: James Laughton
Film Production: Blink Ⓟ Ⓦ
Director: Nick Ball Ⓟ Ⓦ
Production M'ger: Seb Jowers
Executive Producer: Ewen Brown
Production Services: Radioaktivefilm Ⓟ Ⓦ
Cinematographer: Steve Annis Ⓦ (Lux Artists Ⓟ Ⓦ)
Production Designer: Olly Williams Ⓟ Ⓦ (Vision Ⓟ Ⓦ)
Wardrobe: Mr Gammon
Editor: Leo King Ⓦ @ Stitch Ⓟ Ⓦ
VFX: Tomek Zietkiewicz (EP) / Neil Lloyd-Malcolm / Tom Raynor / David Fleet (CD) @ Untold Studios Ⓟ Ⓦ
VFX Shoot S'visor: Jonathan Wood @ Untold Studios Ⓟ Ⓦ
Colourist: Julien Alary
Compositor: Alex Kulikov @ Untold Studios Ⓟ Ⓦ
Sound Designer: Sam Ashwell Ⓦ @ 750MPH Ⓟ Ⓦ
Audio Producer: Mary-Ann D'Cruz @ 750MPH Ⓟ Ⓦ

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