The new commercial for the Madden NFL10 was created by The Mill and showcases some interesting use of Massive, the large agent modeling and simulation tool.
What were the challenges of creating the Massive agents for this spot?
The main challenge of the Massive work was trying to get the crowd to work as a diverse crowd and then work as for one team or another team. In the wide shot there are about 17,000 agents. It was tricky to get them all to do what we wanted. We had to make the agents a little random, to act like a huge crowd, but also consistent because the whole point of the spot is to make the players and fans of the opposing teams push against each other.
