Creative Director currently at 72andSunny in LA.
gideon.gillard@gmail.com
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Lay’s: Jump On the Bandwagon
I don’t watch soccer, but like many Americans, I do love chips and partying. So we built a mobile Lay’s watch party where switching teams is encouraged, nobody ever loses, and everyone goes home happy.
Hop on! You don’t even have to wear a seatbelt if you don’t tell our lawyers!
(Bonus blooper reel proving Will & Marshawn need to star in a buddy cop movie together)
Call of Duty: The Replacer Returns
For Black Ops 6 we resurrected The Replacer, the guy who replaces you in your daily life so you can go play Call of Duty. He’s bad at every job, but at least he’s punctual.
This time we actually set him loose on the world for real, hijacking over 20 media placements from interviews to sportscasts to sneaker shopping.
We made 40+ films and Black Ops 6 became the best selling Call of Duty game in history.
I like this one and this one and this one and this one.
Call of Duty: The Replacer Again. Again.
With the record-breaking success of Black Ops 6, we knew The Replacer had to make a comeback for number 7.
We also knew we had to go bigger and wilder than ever before, so we shot him into space. Then brought him back from space. And then unleashed him on the world once again. Again?
He replaced people on soap operas, reality shows, newscasts, other ads, sports events, even movie trailers, proving once again that no job is too big for The Replacer.
Cerave: The One Under the Sun
CeraVe wanted a fake movie trailer. We told them it’s been done many times before. They persisted. We showed them a bunch of other ideas. They said “where is the movie trailer?” So we gave them one.
Erin S. Murray directed the shit out of it and it ended up being a Vimeo “Best of the Year” pick, grabbing a ton of press headlines, and left people wanting it to become an actual movie. Maybe one day.
Call of Duty: The Truth Lies
I really thought this one was gonna get us sued. Unfortunately that didn’t happen. But we still got to create real life versions of George Bush, Saddam Hussein, Bill Clinton, Margaret Thatcher, and Colin Powell to tease the storyline of the new COD. All of this was done in camera with practical prosthetic makeup and actors.
It trended #1 on YouTube for two straight days. Once again, no lawsuits. That stings.
Diablo IV: Behind Blue Eyes
This is like if Deliverance met The Exorcist.
We tapped Spiderman director Jon Watts and global pop star Camila Cabello to create a demon-filled journey down the river scored to a cover of Behind Blue Eyes.
Welcome to Nahantu: don’t forget your — holy fucking shit is that The Replacer?!
Zocdoc: You’ve Got Options
Hey there buddy whether you’re a world-record cattle auctioneer talking a mile a minute and just looking for a therapist who will really listen to what you have to say OR a basement dwelling goth OR a sick mom OR any number of other things, you can find a doc on Zocdoc.
Diablo IV: Lilith Anthem
I wish I had spent longer than 18 hours in Seoul but it resulted in a fiery and dark music video with Halsey and SUGA from BTS.
Within a few hours of release, the song was #1 on iTunes globally, trending #1 on YouTube and I was left back in LA wondering if it was all a KBBQ fever dream.
Call of Duty: Modern Warfare III
You know when you’re waiting for your Call of Duty game to start and you’re hanging out in the purgatory-like lobby picking outfits, talking shit and voting on maps?
We brought that moment to life for Modern Warfare III, asking 21 Savage to make us a custom track and working with John Wick director David Lietch to create a place for all of COD to come together.
Diablo IV
Guess how much money Diablo IV made in its first week? $666M. Couldn’t have planned it any better. $667M would have totally sucked.
With director Chloe Zhao we brought the world of Diablo to life in live action for the first time ever.
No horses were harmed in the making of this film, but we didn’t realize that first guy was missing a finger until the cameras rolled. Happy accident.
Call of Duty: Modern Warfare III
We designed a full body suit of tattoos for Call of Duty’s baddest villain, creating a reveal trailerexploring the stories behind each tat.
The film went #1 on YouTube, but the coolest part? The tattoos made their way into the game, appearing on the character and becoming a buyable skin in the online marketplace.
Now people everywhere can wear a skin suit I made.
My Buffalo Bill dreams have come true.
Diablo IV
To tease the story of the upcoming Diablo game, we painted a gigantic battle of good versus evil on the roof of a French Cathedral.
No VFX here, kids.
We did this shit for real.
World of Warcraft
Who doesn’t want a dragon as a pet? Hollywood’s biggest nerds do, that’s for sure.
THPS: Be the GOAT
Alexa, play “Superman” by Goldfinger.
Oh, we can’t license it? For real? But we built the whole park to simulate the first level of ok fine fuck it nevermind.
At least we got to work with Jackass director Jeff Tremaine to throw a mailman off the mega ramp and get a dad to take a dive into a pool.
Call of Duty: CODnation
Turns out COD isn’t just for getting merked by a 12 year old carrying a rocket launcher. We found that people actually make really good and funny skits in the game. So we gave it a shot and created hundreds of our own inside the world of Black Ops 4.We tapped talent like Tim & Eric and Jonah Hill to create some stuff with us, and when it was all said and done we’d made about 200 films. 15 of them were pretty good.
I’ll always be grateful for winning a Cannes Lion for a film called Nut Punch.
Audi: 24 Hours of Le Forza
We sparked Audi to become one of the first brands to partner with Twitch, creating a never-been-done-because-nobody-was-stupid-enough-to-do-it 24-hour online endurance race, eventually leading to Audi fully sponsoring an e-sports team.
Call of Duty: Vanguard
We took an artful approach to the Call of Duty: Vanguard teaser by hiding the game’s characters inside the scenery.
This was all done in camera with a team of sculptors and artists.
Infiniti QX50
If you can’t find mushrooms, ask GMUNK.
We worked with him and his brilliant team to create a five-screen 360 degree launch film for the Infiniti QX50. A scrollable 3D version shows what it looked like IRL at the LA auto show premiere.
Audi: Think Faster
We put a squad of celebs in the fastest Audi on the planet and ripped them around a racetrack while they did a live Reddit AMA.
Adam Scott puked live on YouTube, which I’ll always feel bad about. Sorry Adam.
Audi: Allroad, USA
