Ayzenberg’s work led to two wins for Microsoft in this year’s Promax Games Awards, including gold for Best Key Art for Gears 5 and gold for Best Promotional Trailer: Mobile for Minecraft Earth.
“We’re very proud to be Microsoft’s ongoing partner for work on the Gears franchise and all things Minecraft, and are so pleased to see this content recognized,” said Gary Goodman, Ayzenberg chief creative officer.
Ayzenberg created a live-action trailer for the launch of Minecraft Earth, an augmented reality (AR) mobile sandbox game that immerses users in a block-filled world where they can collect items and go on adventures with up to 40 people in a single real-world location. Xbox released the game in November 2019 and saw 1.4 million downloads in the following week across the App Store and Google Play.
In creating the key art for Gears of War 5, which launched in September of last year, the agency was tasked with devising a combined static and motion visual identity system that foreshadowed a new chapter in the evolution of the Gears of War universe. Additionally, Ayzenberg revamped the title to a succinct “Gears 5.”
The agency also contributed to Microsoft’s gold win for Best Marketing Campaign of the Year for Gears 5 “Bound by Blood.” For the campaign, Ayzenberg created the key art, ran a social activation called Fractured and supported the overall initiative as Microsoft’s social agency of record. Ultimately, Fractured achieved over 50 million daily profile impressions and 1.3 million daily profile visits, breaking channel records and leading to a win in the 12th annual Shorty Awards.
At last year’s Promax Games Awards, Ayzenberg was part of a Microsoft win on the launch of Forza Horizon 4, for which the agency created the key art and social.