DROGA 5 2025-06-30

“ROG XBOX ALLY”

Microsoft and Asus have partnered to launch the first Xbox gaming handheld device, the ROG Xbox Ally. The announcement was made during the Xbox Games Showcase in June 2025, with a reveal trailer created by Droga5 and produced by LOBO.The mixed-media film blends live action and CGI to build up excitement for the reveal, starting with a simple glass block floating in the middle of a sparse, austere room, while the ominous opening notes of Justice’s “Genesis” track set the mood for something tremendous to come.A pair of hands enter the frame and start squeezing and stretching the block, molding it into the shape of the device. That’s when the beat drops and the crystal clear object shatters, revealing the details and textures of the ROG Xbox Ally with a series of breathtaking macro shots and close-ups.Our goal was to avoid a plastic, generic-looking CGI look for this spot. With that in mind, we created a good portion of it in-camera, especially the opening sequence. We filmed a real person’s hands manipulating a physical object – sometimes made of glass-like putty, and in other shots a 3D printed mockup representing different stages of the modeling of the device. By alternating those materials, followed by a highly detailed 3D model of the device, we were able to portray the transformation of the initial block into the final object in a realistic, striking manner.

Directors

Credits

  • Agency DROGA 5
  • CCO LOBO Mateus de Paula Santos
  • Directors Mateus de Paula Santos, Marco Wey and Gabriel Nóbrega
  • Live Action Director Gabriel Nóbrega, Mateus de Paula Santos
  • Live-Action Executive Producer Francisco Puech, Lucas Romero
  • Managing Partner Luis Ribeiro
  • Executive Producer Lobo Su Constantine
  • 1st AD Pedro Sokol
  • Prod. design Borys Duque
  • Line Producer Anderson Boscari
  • Director of Photography Luqueta
  • Storyboard artist Rafael Fernandes
  • Head of Production Marcelo Barbosa
  • Head of Post Production Eduardo Silva
  • Producer Vivian Neves
  • Post-Production Coordinator Rosangela Gomes
  • Post-Production Coordinator Assistant Nathaly Lopes
  • Post-Production Producer Eduardo Silva, Ricardo Vaz
  • Editor Pedro Falcone, Eduardo Silva
  • Compositing Supervisor Diogo Girondi
  • Compositing Artists Diogo Girondi, Nara Andrade, Leo da Silva, Jose Eduardo Ambrosio, Mauricio Reis, Marcos Chaves, Marcos Rigobello
  • Rotoscope Rodrigo Vec, Gassan Abdouni, Nara Andrade, Diogo Girondi, Leo da Silva
  • CG Coordinator Ana Mendes
  • Modeling Marcos Smirkoff
  • CG Supervisor Alceu Baptistao
  • Rigging Supervisor Alceu Baptistao
  • Rigging Rafael Dias and Rafael Shiva
  • CG Animation Alceu Baptistao
  • Lighting & Render Alceu Baptistao
  • Print Sergio Faria
  • Houdini Caio Laundos, João Paulo Oliveira
  • C4D Marco Wey, João Paulo Oliveira, Felipe Torquato, Renan, Vinicius Gasparete
  • Motion Graphics Lead Marco Wey
  • Motion Graphics Artist Mauricio Reis, Marcos Chaves e Marcos Rigobello
  • Ingest / Conform / Delivery Isabela Balbo, Marco Tavares and Fábio Augusto
  • Research Raphael Amário, Karin Cristina, Roger Marmo