Easier to Play

The Background

‍Republic of Gamers asked us to conceptualise and produce a worldwide video campaign for their new (and groundbreaking!) portable gaming machine, ROG Ally. The ROG Ally is a truly next-gen handheld, offering Full HD gaming on the go, and able to run even modern AAA titles faster and smoother than any other handheld on the market. Since it runs Windows 11, it can play most games from any platform – and includes three months of Xbox Game Pass Ultimate right out of the box.With ROG Ally, players no longer have to choose between high performance and portability: all of your games are with you wherever you are, and they look and play great.

The Activation

‍We wanted to highlight the features of the Ally in a simple, memorable and fun way – and needed an effective concept that could be executed swiftly.We decided introducing comedy to the narrative was the way to go. Juxtaposing the ROG Ally with a physical stack of games showed it’s the perfect companion device that offers unlimited game access on the go.To add visual interest (and many gags), we created over 70 bespoke game covers, full of references to iconic games of the past two decades.

Highlighting the portability of the product, we chose to take the gaming experience outdoors – and as the video was to be used worldwide, we found a spot in the newly developed residential area in West London which could feasibly be situated in any other part of the world!We conceptualised, shot and delivered the ad in just a couple of weeks, working closely with the ROG team to ensure we’re staying on brand.