AMD: At the Heart of Gaming

Get under the skin of three rooms representing three gaming platforms (xbox series x, valve steam deck and pc) and arrive at the heart that powers them all - the AMD chip.

Each room is made up of deconstructed elements from the platform they represent - furnished with buttons, screens and components. All the spaces are indeed miniatures, they're not CG, and they are done representing the real components of the devices. For example, the top and bottom walls of the first rooms are the cd input of the xbox, and the green backwall is done re-creating the head of the new x box series in patterns. Or the last room is all built with Valve steam deck screens (two of them pending creating the two platforms) while the actual buttons are stuck on the walls creating a pattern.

We shot the people on separate plates and then we stuck them in the miniatures, creating this unique effect.

Directed by Angelo Cerisara for TBWA/London