"No one knows the product better than the folks who made it," Lombardi told MCV. "We've had many creative kick-off meetings with agencies over the years, and you'd be shocked by the treatments that have come back. Copycat treatments. Clich� treatments. Treatments that reveal the agency wasn't listening in the initial meeting." It's that sort of failure to get what Valve wanted that led to the Portal 2 advertisement being produced in-house. Besides having a clear understand of what was wanted, doing it that way allowed for things to be tweaked along the way. Lombardi explained, "With the Portal 2 ad, we playtested it and were able to make changes during production. With an agency, those types of tests are too often left to a post-mortem -- at which point, the value of those realizations is pretty close to worthless."
A good trailer can go a long way in helping to effectively publicize a game. Realizing this, Valve's marketing VP Doug Lombardi revealed that the developer has relied on itself to create a new Portal 2 television advertisement rather than on ad agencies which may or may not understand the company's vision.
Thursday, March 17, 2011
Tired of Copycats and Cliches, Valve Creates Portal 2 Ad
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