I hadn’t heard of the game called Bulletstorm before, but this diorama style, TV ad created by New Deal Studios caught my eye recently. In the ad, a camera sweeps through a landscape featuring characters from the game, caught in a frozen moment in time. It is a very deliberate, but playful pastiche of the Halo 3: Believe spot from 2007, spoofing many of the vignettes in the earlier work and adding its own little gag to the hero pose at the end. Where the Halo 3 piece is advertising dressed as myth making (see the Museum of Humanity “documentary”), the Bulletstorm ad establishes it’s own credentials by flipping the bird at pre-sold franchises.
And for reference, here’s the original Halo 3 spot from 2007 which features an exquisite and epically proportioned diorama, also built by New Deal Studios.
A number of behind the scenes photographs of this diorama can be found over on fxguide – scroll down to just below the set of images for The Aviator.
And of course, before the Halo 3 spot came a number of dioramas created by the artists Jake and Dinos Chapman. The most ambitious of these was Hell (1999), comprised of over 30,000 figures, many of which were Nazi soldiers enacting scenes of torture and cruelty. The piece was destroyed in the MOMART fire of 2004 but then re-created anew as F***ing Hell (2008).
Ironically, it’s usually the games that are criticised for their depictions of violence.