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Robert Rasmussen, art director
Bobby Hershfield, writer
Kevin Proudfoot/Paul Renner, associate creative directors
Ty Montague/Todd Waterbury, creative directors
Pete Beaudreau, editor
Drew White, GMD Studios, online editor
Kuntz & Maguire/Sal Totino, directors of photography
Mike Monello/Ed Sanchez, Haxan, directors
Temma Shoaf, agency producer
Anthony Nelson, Chelsea Pictures, producer
Gary Krieg/Steve Wax, Chelsea Pictures, executive producers
Wieden+Kennedy, ad agency
SEGA ESPN Videogames, client
Objective: To launch ESPN NFL Football, a new video game from Sega, we created a piece of live, interactive theater which played out in real time over a four month period. The target was hardcore video gamers. Media: The performance took place primarily on the web, including three separate websites, but also included viral videos and voicemails, posts at independent gaming sites, e-mail, :30, :15, and :5 second television commercials, small space newspaper ads, physical stunting, mailing actual beta copies of the game directly to a small group of gamers, and finally the distribution of flyers. Ultimately two additional websites were created by fans who were caught up in the story. Execution: Working with Haxan Films (Blair Witch) and Chelsea pictures, actors were cast to play the main roles including Beta-7 himself. These actors played their roles 24/7 for the entire 4 month period, answering posts on the blog, answering e-mails, even being interviewed by the gaming press. Relevant URLS: 3 main sites: www.Beta-7.com www.Gamerchuck.com

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