Guitar Hero: Metallica
Activision · CP+B · 2009 · Role: Senior Art Director
The launch campaign for the heaviest, hardest game in the Guitar Hero franchise.
How do you launch the heaviest Guitar Hero ever when every ad before it was a guy dancing in his underwear?
For years, Guitar Hero ads kept remaking the tighty-whities dance from Risky Business. A Metallica edition needed something a lot more aggressive. This was after-all the hardest game the franchise had ever made.
So we ditched the underwear dance, disrespected some famous college basketball coaches, and blew things up instead.
The idea
We swapped celebrity lip-syncing for heavy riffs, chaotic comedy and pure noise.
The spots leaned into how intense the band is, and how hard it is to play their songs on a plastic guitar.
