Is there anything more addictive and thrilling than phone games when you’re a teenager? At Lagoon Watersports there is, and they wanted a campaign that captured the thrill of their real-world watersports; those exhilarating and thrilling enough to get any teenager off their phone. Lightbox came on board and Game On was born. The film follows Joe, a teenager settling into another round of an addictive watersports phone game… until he’s literally pulled into the action and finds himself landing pro tricks for real.
To bring this hybrid world to life, Lightbox Film Co. approached the film like a playable ad, shooting the action from two perspectives: dynamic drone passes to emulate a classic third-person video game camera, and grounded shots to break the convention and keep the sequence feeling fast, bold and cinematic.
Building a bespoke game environment allowed us to seamlessly match-cut between the real Lagoon Watersports centre and “gameplay”, completing the illusion with composited motion-graphic overlays. A punchy, saturated grade pushed the whole film into a fun, slightly surreal space high in energy, colour, and replay value.
Game On delivered a memorable, shareable hero film that helped Lagoon Watersports speak directly to young people and adrenaline-seekers. This was done with a unique twist that set them apart from typical activity-centre promos. The campaign also extended beyond the screen. Lightbox Film Co. designed a companion billboard that visually echoed the game-world aesthetic, giving Lagoon Watersports a cohesive, eye-catching creative rollout. The blend of gaming culture, humour and real stunt action gave the brand a fresh identity and a standout campaign visual.
