The trailer, which was directed by Axis owner and director Stuart Aitken, was released virally and has built up a massive buzz across the online community.
Aitken and Axis Producer Andrew Pearce worked with the Deep Silver brand team who had a very clear message that they wanted to project for the game. Dead Island is not just another zombie shoot ‘em up, it is going to be more real, more visceral.
The reverse trailer... from gameboyuk - gamezplay YouTube channel...
Axis went on to take that seed and evolve it into a complex trailer that conveys not only the horror and brutality that comes from the human nature of zombies but captured an emotional thread not normally expected in video games. It is this emotion that is key to the trailers success.
Technology and sound also play a big part in the trailers success. The Axis team brought in motion capture experts Audiomotion and Dimensional Imaging to capture the character performances and Savalas for music composition and sound design.