Crash Bandicoot 4: It's About Time––New Drop ft. Crash Bandicoot and Quavo

Client: Activision

Writers: Michelle Nam-Fisher—Creative Director, Ashanna Molokwu—Junior Copywriter

Art Director: Drea Schneider—Creative Director

Director: Alex Reichenbach

Executive Creative Director: Scott Brown

Account Manager(s): Liberty Padre—Senior Brand Manager, Elijah Patterson—Junior Brand Manager

Producer(s): Tyler Divine, Christian Nurse

Colorist: Ariana Shining-Star

Editor: Josh Salzberg

The Ask: When Activision came to us at Battery, it had been a solid decade since Crash Bandicoot had a new game. So when they told us they were planning to release an all-new game to the Crash Bandicoot saga, reigniting the nostalgia in ‘kidults’ everywhere, we knew we had to create something that would pay homage to both the old and new game—but especially speak to the Crash fans that have been waiting for a reboot for a long time.

The Work: My team and I set out to create two spots that utilized Crash’s classic deadpan humor and uncomfortable-yet-hilarious obnoxiousness in social settings that the target audience is familiar with, to let everyone know that he is back with an all new game. From a backyard gender reveal party, to a downtown sneaker drop with Quavo, the Crash we know and love hasn’t changed a bit—even if it’s been a decade.

It looks like your typical gender reveal party; the air is thick with anticipation as the expectant couple and guest countdown eagerly—and then, emerging from the hedges Homer Simpson style, is our dearly missed Crash. Not only is he late to the party, he actually believes the party is being thrown in his honor. Because he’s got an audience gathered for him, or so he thinks, he uses this time to tell the guests that they’re having a bandicoot—and its due October 2nd!

Crash never misses an opportunity to talk about himself—especially when he’s got his trusty bullhorn in hand. Pulling up on a long line of sneaker heads, with his truck displaying the new features that the fans will love, he decides to give on-lookers, including the Huncho Man himself, a glimpse into what they can expect; new masks heavier than Quavo’s Aku Aku chain.

Why Quavo: Migos’ Quavo has been a longtime Crash Bandicoot fan—so much so he debuted a blinding, diamond encrusted Aku Aku chain on the red carpet at the 2017 BET Awards, and even donned the piece at the 2018 Met Gala. The internet went absolutely crazy at the sight of the notorious ad-libbers jewels, reminding them of the game they loved so much during childhood.

Remembering the iconic moment the rapper flashed his chain for the cameras, and having been a Migos’ fan since I was fifteen, I sought to merge the rap world with the gaming world by bringing The Huncho and his big ice to Crash and all of his absurdity.

Crashing the press: See press reception below.