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Dead Island Reveal Trailer

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Dead Island Reveal Trailer
"Dead Island" in red text against a black background. Between the words is a red palm tree.
Title screen
ClientDeep Silver
MarketWorldwide
LanguageEnglish
MediaVideo
Running time187 seconds (3:07)[1]
Product
Release date16 February 2011
Directed byStuart Aitken
Music byGiles Lamb
Production
company		Axis Productions
Produced byAndrew Pearce[2]
CountryUnited Kingdom

Dead Island Reveal Trailer is an announcement trailer for the video game Dead Island, which was developed by Techland and published by Deep Silver. The trailer's plot follows a family who is attacked by a horde of zombies in a hotel: it begins with the infected daughter being thrown to her death from a hotel window. The trailer was produced by Axis Animation, with music created by Giles Lamb.

The trailer was designed to be emotional, allowing players to care for the characters and setting the game apart from competing titles. It tells a short story about the game's world and the background behind its events. The development team's goal was to show the inevitability and helplessness of a family in a zombie outbreak. The trailer, however, does not show any gameplay footage.

Upon its release, on 16 February 2011, the trailer sparked public interest and community reaction, which led Techland to adjust the content of the game. The trailer was met with a positive reception from critics: praise was directed at the trailer's new ideas, story, emotional weight, immersion and tone, while it was criticised for its lack of gameplay information and its depiction of a dead child. Retrospectively, the trailer has been praised as superior to the actual game and regarded as one of the best video game trailers ever made. Lionsgate once planned to release a movie adaptation of the trailer, but it was ultimately cancelled.

Plot

[edit]

The story is presented in reverse chronological order and in slow motion.[3] The trailer follows a family, consisting of a father, a mother and a daughter, visiting Banoi, an island paradise. After they settle in a hotel, an unexpected zombie outbreak occurs. The daughter is running away from the horde of zombies in the hotel's corridor and dashing towards her room, where her father and mother are staying, when she is caught. A zombie bites the daughter's legs, causing her to become infected with the zombie virus.

The father opens the door and picks up a fire axe to fight against zombies. He rescues his daughter and brings her inside the hotel room. After placing the injured daughter on a bed, the couple begin fighting the zombies who are breaking into the room. The zombies overwhelm them, and the daughter turns into a zombie and attacks her father, biting him on the neck. The father struggles, trying to push her off, until he throws her out of the window, breaking the glass. The daughter dies on impact with the ground, her eyes reverting to her human form briefly. While the father is struggling, the mother is attacked and eaten by several zombies. The final scene cuts back to the family's arrival to the island, and the family taking a picture together. The corpses of the couple can be seen in a hotel room in the beginning of the game.[4]

Background

[edit]
The logo for Deep Silver
Deep Silver (logo pictured) gave general ideas to the company that created the trailer.[5]

Dead Island, announced in 2007 by Techland,[6] is an action role-playing survival horror video game. Set in a zombie-infested tropical island called Banoi, the game focuses heavily on melee combat.[7] Until 2011, Techland declined to give new information regarding the game as requested by the game's publisher, Deep Silver.[8] With the lack of new information surrounding the game, many journalists believed that the game had been quietly cancelled.[9]

The trailer was released via the YouTube channel of IGN on 16 February 2011.[1] It was produced and made by Axis Animation, which had created trailers for Killzone 2 and Mass Effect 2.[10] It was one of the largest animation and visual effects studios based in Scotland.[11] Axis recruited Audiomotion and Dimensional Imaging to handle the performance capture of characters.[12]

Development

[edit]

Anton Borkel, the creative consultant at Deep Silver, received a design document outlining the game's broad concepts. From it, they understood only that the game was meant to be a brutal, movie-like experience with a heavy emphasis on hand-to-hand fighting. Borkel led the team that designed the trailer. It was initially designed to showcase large amounts of violence to gain viewer attention; Borkel rejected this pitch for its perceived lack of originality and approved a concept depicting negative aspects of a zombie apocalypse, highlighting a family's unpreparedness and helplessness.[13] The trailer is made up of computer imagery and does not show any gameplay footage of Dead Island.[14] The team was inspired by the Carousel advertisement by Philips, which they perceived as a piece of art: the team hoped that the Dead Island trailer would be perceived similarly.[5][15]

According to Stuart Aitken, the director of the trailer, Deep Silver allowed Axis to create their own characters instead of using the in-game protagonists.[14] Axis positioned the trailer as a short film set within the Dead Island universe.[13] They intended to use the trailer to depict the background information of the game, presenting information regarding the discovery of the outbreak and its unstoppable nature.[16] The team excluded guns from the trailer, feeling their presence would distract from the story. They also felt that excluding them helped separate the game from rival first-person zombie shooters like Left 4 Dead. To make the trailer feel non-linear and focused, the team narrowed the trailer's location to a hotel room.[5] Deep Silver wanted the trailer to have some exterior environment, so the team added a segment with the daughter falling from the hotel window, where the audience would glimpse the island setting.[16] An early version of the trailer took place through the lens of a camcorder; though this concept was scrapped, residual footage was used to show the family's vacation before the outbreak.[13]

Axis used the trailer to build up the mood and atmosphere for the game.[17] In the main game, Techland designed quests which required players to help people who had lost their families, with the goal of making players feel that they were the only hope existing on the island.[18] Trying to establish the audience's emotional connection to the trailer's characters, despite the trailer's short length, the team decided to tell a story of a typical family unit.[5] The mother was originally the one that turned into a zombie, but the team switched the role to the daughter, whom they considered more vulnerable, hoping to evoke greater sympathy from viewers.[16] The team felt that the child's death showcased the feral nature of the zombies, triggering an urgent protective instinct within viewers.[13] Non-chronological storytelling was introduced so that the action and violence featured would not seem excessive.[19] The trailer intercuts to a chronological depiction of the zombie attack on the daughter in an effort to heighten the drama.[16]

The marketing team debated whether they should release a chronological version of the trailer, but Borkel decided against it, opting to let the community recreate the timeline themselves to drive better engagement.[13] Deep Silver proposed to mitigate the violence by having the trailer presented in slow motion, as they believed that it could make the action feel "balletic" instead of purely violent.[16] Much of the violence in the trailer was directed at the zombies, as the team felt that depicting the family's fear and helplessness was more interesting than showing the brutality of their deaths.[20]

The trailer's music was composed by Giles Lamb, who worked for a soundtrack development company called Savalas.[14] During the violent action, the music was designed to be tense, while during peaceful moments, the music would sound softer.[21] Its melancholic and refined presentation was designed to juxtapose with the gore in the trailer.[16][14]

Reception

[edit]

A week after the release of the trailer, more than one million people had viewed it through YouTube, exceeding Deep Silver's expectations of 100,000 views. Dead Island was one of the most searched items on Google, YouTube, and Twitter for several days, and became one of the most anticipated titles of 2011.[13][22] The trailer's unexpected popularity prompted Deep Silver to adjust the game's marketing campaign. Techland modified the main game's gameplay and story in response to the trailer's positive reception.[22] It also attempted to adjust expectations, with producer Sebastian Reichert comparing its gameplay to Borderlands 2 rather than emotional experiences like Heavy Rain.[23] Borkel remarked that the game's story concerned a "bigger picture of the situation on Banoi and less on an individual tragedy".[15] By 2018, the trailer had amassed more than 18 million views on YouTube.[13]

Wired described the trailer as a "masterpiece" with "the trappings of the classic Hollywood teaser"[24] while Keza MacDonald, writing for VG247, called the trailer "advertising as art".[3] The trailer's story was praised by critics for presenting an unconventional take on a zombie apocalypse.[a] Mike Fahey from Kotaku called the trailer's use of the dead girl "heartbreaking" and thought that it would be amazing if Techland was able to incorporate these emotional elements into the game.[28] Robert Rath from The Escapist liked girl's story arc, calling it "deliberate and necessary", and thought that the overall effect would have been hampered if removed from the trailer.[15] Some reviewers found the depiction of the girl's death offensive and stated that the team surpassed what is socially acceptable to depict.[29][30]

Its graphics and pacing also received commendation.[31] Jason Schreier from Wired said that the trailer had successfully made a saturated genre feel fresh again.[32] The lack of gameplay information was criticized, and critics pointed out that the trailer did not include any gameplay clips. Some were concerned that the trailer would cause players to expect an emotional story that would not be present in the game.[31][33]

The trailer was given a gold award at the Cannes Lions International Festival of Creativity.[34] It was named by several gaming journalists as one of the best video game trailers ever made.[b]

Legacy

[edit]

During the game's previews, journalists stated that the game did not share the same emotional tone as its trailer.[c] Upon release, many reviewers thought that the trailer set expectations too high for the game[26] and caused a miscommunication to players on what the game contained.[41] Haris Orkin, a writer for Techland, noted that the trailer "brought so much attention to Dead Island created an expectation for a tone that really isn’t possible to pull off in a game where you’re decapitating zombie".[42] Will Adams, a creative director for visual effects company The Mill, noted that the trailer ultimately became more memorable than the main game and overshadowed it.[43] According to Borkel, the controversy surrounding Dead Island prompted gamers to become more skeptical of cinematic trailers released during a game's marketing cycle.[13]

A live-action remake and a recut version of the trailer which shows the story in a chronological order were released by fans.[44][45] The announcement trailer also boosted the popularity of Techland and Deep Silver.[42][22] The announcement trailer for Dead Island: Riptide, released in 2012, featured a similar, depressing tone.[46] A trailer for Goat Simulator in 2014 also mimicked the format of the Dead Island announcement trailer.[47] A movie tie-in based on the trailer was once proposed by Lionsgate, though the project was ultimately cancelled.[48] Deep Silver released a musical tribute to the trailer, coinciding with the launch of Dead Island: Definitive Edition in May 2016.[49]

Notes

[edit]
  1. ↑ Cited to multiple sources[25][26][27]
  2. ↑ Cited to multiple sources[35][36][37]
  3. ↑ Cited to multiple sources[38][39][33][40]

References

[edit]
  1. 1 2 Geddes, Ryan (16 February 2011). "Welcome to Dead Island". IGN. Archived from the original on 18 November 2015. Retrieved 24 October 2015.
  2. ↑ "Dead Island Animators 'Blown Away' by Trailer Hit". MCVUK. 18 February 2011. Archived from the original on 22 June 2021. Retrieved 15 June 2026.
  3. 1 2 MacDonald, Keza (23 March 2011). "Dead Island: 'There is an Apocalypse Happening'". VG247. Archived from the original on 18 December 2025. Retrieved 24 October 2015.
  4. ↑ Crecente, Brian (6 September 2011). "The Final Moments of That Heartbreaking Dead Island Family Discovered in the Game". Kotaku. Archived from the original on 21 July 2019. Retrieved 25 October 2015.
  5. 1 2 3 4 Hernandez, Anthony (22 February 2011). "Dead Island: The Making Of An Amazing Video Game Trailer". G4TV. Archived from the original on 17 November 2015. Retrieved 24 October 2015.
  6. ↑ Hatfield, Daemon (8 August 2007). "Dead Island Details Rescued". IGN. Archived from the original on 20 September 2015. Retrieved 24 October 2015.
  7. ↑ Crecente, Brian (3 April 2011). "That Heartbreaking Dead Island Family? They're Not In The Game". Kotaku. Archived from the original on 23 June 2011. Retrieved 25 October 2015.
  8. ↑ Gibson, Ellie (7 June 2009). "COJ Dev Still Working on Dead Island". Eurogamer. Archived from the original on 22 October 2025. Retrieved 24 October 2015.
  9. ↑ Fleming, Ryan (16 February 2011). "Dead Island Trailer Shows The Worst Vacation Ever". Digital Trends. Archived from the original on 11 December 2025. Retrieved 24 October 2015.
  10. ↑ Crossley, Rob (17 February 2011). "Dead Island Trailer Creators Revealed". Develop. Archived from the original on 17 November 2015. Retrieved 24 October 2015.
  11. ↑ Blake, Vikki (16 July 2024). "Scotland's Largest VFX Company, Axis, Shuts Down". Gameindustry.biz. Archived from the original on 19 June 2026. Retrieved 19 June 2026.
  12. ↑ "Dead Island: The Story Behind the Trailer that Everyone's Talking About". Gameindustry.biz. 21 February 2011. Archived from the original on 21 May 2024. Retrieved 15 June 2026.
  13. 1 2 3 4 5 6 7 8 Delahunty-Light, Zoe (13 April 2018). ""It's Closer to a Melee Short Film Almost than a Straight-on Trailer": The Story Behind Making Dead Island's Ground-breaking Trailer". GamesRadar+. Archived from the original on 18 September 2019. Retrieved 14 June 2026.
  14. 1 2 3 4 Northmore, Henry (25 August 2011). "Dead Island: The Game Behind the Stunning Trailer, Developed by Axis Animation and Savalas, is Finally Ready for Release". The List. Archived from the original on 17 November 2015. Retrieved 24 October 2015.
  15. 1 2 3 Rath, Robert (26 April 2011). "Rise From Your Grave: The Ballet Of Death". The Escapist. Archived from the original on 17 November 2015. Retrieved 24 October 2015.
  16. 1 2 3 4 5 6 Crossley, Rob (24 February 2011). "How we Made the 'Gore Ballet' Dead Island Trailer". Develop. Archived from the original on 10 August 2024. Retrieved 24 October 2015.
  17. ↑ McNeilly, Joe (26 May 2011). "The Real Story Behind the Dead Island Trailer video". GamesRadar+. Archived from the original on 23 January 2026. Retrieved 15 June 2026.
  18. ↑ Webster, Andrew (15 July 2011). "How Dead Island Hopes to Live up to Emotional Trailer". Ars Technica. Archived from the original on 13 November 2015. Retrieved 24 October 2015.
  19. ↑ Westbrook, Logan (29 April 2011). "Dead Island Publisher Shares Its Trailer-Making Secrets". The Escapist. Archived from the original on 17 November 2015. Retrieved 24 October 2015.
  20. ↑ "Dead Island Trailer Creators 'Wanted to Shock, not Offend'". MCVUK. 24 February 2011. Archived from the original on 1 August 2021. Retrieved 15 June 2026.
  21. ↑ Gonzalez, Annette (25 February 2011). "Dead Island Cinematic Designer Responds To Mixed Trailer Reactions". Game Informer. Archived from the original on 28 February 2011. Retrieved 24 October 2015.
  22. 1 2 3 Lynley, Matthew (2 September 2011). "How a Viral Trailer Set Up Dead Island as a Triple-A Game Release Next Week". VentureBeat. Retrieved 24 October 2015.
  23. ↑ Westbrook, Logan (23 March 2011). "Producer Says Dead Island is More Borderlands than Heavy Rain". The Escapist. Archived from the original on 18 December 2018. Retrieved 19 June 2026.
  24. ↑ "Dead Island and the Language of Film". Wired. 19 February 2021. Archived from the original on 23 February 2025. Retrieved 15 June 2026.
  25. ↑ Turi, Tim (18 September 2012). "Dead Island Riptide: Another Gorgeous, Depressing CG Trailer". Game Informer. Archived from the original on 30 March 2025. Retrieved 1 September 2026.
  26. 1 2 Hamilton, Kirk (13 September 2011). "Dead Island's Trailer Was Amazing, Appalling And Enlightening". Kotaku. Archived from the original on 24 March 2012. Retrieved 24 October 2015.
  27. ↑ Stuart, Keith (17 February 2011). "Dead Island: Will It Be The Most Controversial Trailer Ever Made". The Guardian. Archived from the original on 19 December 2025. Retrieved 24 October 2015.
  28. ↑ Fahey, Mike (16 February 2011). "The Most Heartbreaking Zombie Video Game Trailer You'll Ever See". Kotaku. Archived from the original on 25 August 2019. Retrieved 24 October 2015.
  29. ↑ L. Gallaga, Omar (24 February 2011). "Why I can't get behind Dead Island". CNN. Archived from the original on 25 December 2022. Retrieved 15 June 2026.
  30. ↑ Parfitt, Ben (17 February 2011). "Opinion: That Dead Island trailer". MCV. Archived from the original on 11 October 2012. Retrieved 24 October 2015.
  31. 1 2 Parker, Laura (12 March 2012). "The Problem With Game Trailers". GameSpot. Archived from the original on 28 February 2026. Retrieved 24 October 2015.
  32. ↑ Schreier, Jason (17 February 2011). "Don't Get Caught Up In Dead Island Trailer Hype". Wired.co.uk. Archived from the original on 8 September 2020. Retrieved 25 October 2015.
  33. 1 2 Hatfield, Daemon (3 March 2011). "GDC: Is Dead Island Anything Like Its Debut Trailer". IGN. Archived from the original on 14 December 2025. Retrieved 25 October 2015.
  34. ↑ Grant, Christopher (29 June 2011). "Dead Island Trailer Wins Gold Award at Cannes ... Advertising Festival". Joystiq. Archived from the original on 6 May 2016. Retrieved 25 October 2015.
  35. ↑ "Ten of the Best CGI Game Trailers". VideoGamer.com. 17 February 2011. Archived from the original on 4 March 2016. Retrieved 25 October 2015.
  36. ↑ Hamilton, Kirk (11 November 2013). "The Best Game Trailers Of The Generation". Kotaku. Archived from the original on 26 October 2015. Retrieved 25 October 2015.
  37. ↑ Silva, Marty (11 December 2014). "The 14 Best Game Trailers Of 2014". IGN. Archived from the original on 13 December 2014. Retrieved 25 October 2015.
  38. ↑ Walker, John (7 September 2011). "Impressions: 15 Hours With Dead Island". Rock, Paper, Shotgun. Archived from the original on 18 September 2025. Retrieved 15 June 2026.
  39. ↑ Marie, Meagan (4 March 2011). "Dead Island Demo Is A Bloody Good Time". Game Informer. Archived from the original on 1 April 2025. Retrieved 15 June 2026.
  40. ↑ de Matos, Xav (4 March 2011). "Dead Island Preview". Shacknews. Archived from the original on 5 July 2022. Retrieved 15 June 2026.
  41. ↑ Clever, Sean (15 April 2016). "Why Dead Island Wasn't the Disastrous Zombie Game You Remember". Vice. Archived from the original on 15 April 2026. Retrieved 15 June 2026.
  42. 1 2 Pitts, Russ (21 February 2012). "Dead Island: The Reckoning". Polygon. Archived from the original on 17 November 2015. Retrieved 24 October 2015.
  43. ↑ T Wright, Steven (17 April 2019). "The Art of the Video Game Trailer". Variety. Archived from the original on 18 January 2026. Retrieved 10 June 2026.
  44. ↑ Savov, Vlad (3 November 2013). "Watch the Gloriously Gory Dead Island Trailer Re-enacted in Live Action". The Verge. Archived from the original on 8 September 2015. Retrieved 25 October 2015.
  45. ↑ Helgeson, Matt (17 February 2011). "Dead Island Trailer Re-Cut In Chronological Order". Game Informer. Archived from the original on 21 February 2011. Retrieved 25 October 2015.
  46. ↑ Turi, Tim (18 September 2012). "Dead Island Riptide: Another Gorgeous, Depressing CG Trailer". Game Informer. Archived from the original on 21 September 2012. Retrieved 25 October 2015.
  47. ↑ Devore, Jordan (26 March 2014). "Goat Simulator Pulls a Dead Island for its Emotional Launch Trailer". Destructoid. Archived from the original on 1 May 2014. Retrieved 2 May 2024.
  48. ↑ McWhertor, Michael (1 August 2014). "Hollywood taking a second stab at a Dead Island movie". Polygon. Archived from the original on 13 December 2025. Retrieved 25 October 2015.
  49. ↑ Prett, Sam (31 May 2016). "Here's a Musical Tribute to the Dead Island Trailer, in Case you Wanted to Cry Today". GamesRadar+. Archived from the original on 30 May 2016. Retrieved 31 May 2016.
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