Episode 79 of Brands In Play with Nic Hill and new guest co-host Matt Daly features David Sheldon-Hicks, CEO and co-founder of creative studio Territory Studio.
David takes us inside Territory’s work across Medal of Honor, Call of Duty, Need for Speed and the new 007 First Light. He explains why a cutscene should never feel like filler, how Territory approaches game cinematics differently from film, and why forced product placement quickly loses players.
For brands, his advice is to get closer to developers and stop treating gaming like another media format. The interesting work happens when brands create something custom, strange and specific to the game.
Nic and Matt also cover GTA VI’s Netflix premiere, Payday’s move into Fortnite and film, a new movie campaign built as a playable Discord game, and the unofficial KFC UGC gaming content that attracted over 70 million visits on Roblox!
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