Welcome to what might be one of the coolest advertising gimmicks of all time. Leading up to the Rogue One toy release day on the 30th September, Tongal and Disney are teaming up to write, produce, and make stop motion shorts showcasing the new toy range. The first episode of the Go Rogue Campaign is live now, and you can check it out below!
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A team of Star Wars superfans today revealed the new toy line for the highly anticipated “Rogue One: A Star Wars Story” movie via a series of fan-made animated shorts launching on the Star Wars YouTube channel. As part of a competition in collaboration with creative network Tongal, a team was assembled to write, direct and produce the original, fan-made stop-motion shorts starring key toys from the new line to kick off a global social conversation with the hashtag #GoRogue.
“These fan-created shorts are a tribute to the incredible content that the Star Wars community posts online every day,” said Jimmy Pitaro, Chairman, Disney Consumer Products and Interactive Media. “The Go Rogue campaign was designed with Star Wars fans in mind – we want them to be front and centre in the run up to ‘Rogue One’ by imagining and creating their own Rogue Stories.”
When Star Wars news breaks, many fans worldwide react by sharing their own videos online. According to new research, fans posted over 838,000 pieces of Star Wars-related content on YouTube in the past year alone, which is more than 2,296 per day and nearly 96 per hour. Star Wars fan-generated content is also incredibly popular, accruing more than 16.3 billion views in the last year – equivalent to everyone in the world viewing at least two fan created videos.
“I’ve been a Star Wars fan my whole life so this is a dream project,” says James DeJulio, co-founder of Tongal. “It’s been amazing to see what an inspiration Star Wars has been to so many members of our creative community, whether that’s coming up with their own Star Wars storylines, or playing out scenes with Star Wars toys at home with their kids. I’m excited to share this ‘Rogue Story’ with the world as we celebrate the first standalone Star Wars film and the new characters and inspiration it brings to the Star Wars universe.”
The fan-created shorts showcasing the new line of “Rogue One” toys for the first time launches on the Star Wars YouTube channel today, with new installments rolling out through September. The team was lead by James DeJulio at Tongal, and the series was written by Kevin Ulrich and brought to life by stop-motion animators Dan MacKenzie and Tucker Barrie. The stories follow the adventures of “Rogue One” toys from Hasbro, LEGO, FUNKO, JAKKS Pacific, Mattel and Disney Store as they try to track down the building instructions to the LEGO Star Wars Death Star set which have been misplaced by the Empire.
Fans can pre-order a handful of select items seen in the Rogue Stories from 2nd September at retailers including Argos, Amazon, Smyths Toys Superstores, Disney Store and disneystore.com. The full range of new “Rogue One” and Star Wars products will be available globally on September 30. Join the global social conversation with the hashtag #GoRogue.
Tongal’s creative network includes 120,000 writers, directors and animators across 150 countries. For more information, go to www.tongal.com.
About Rogue One:
From Lucasfilm comes the first of the Star Wars standalone films, Rogue One: A Star Wars Story, an all-new epic adventure. In a time of conflict, a group of unlikely heroes band together on a mission to steal the plans to the Death Star, the Empire’s ultimate weapon of destruction. This key event in the Star Wars timeline brings together ordinary people who choose to do extraordinary things, and in doing so, become part of something greater than themselves.
Rogue One: A Star Wars Story is directed by Gareth Edwards and stars Felicity Jones, Diego Luna, Ben Mendelsohn, Donnie Yen, Mads Mikkelsen, Alan Tudyk, Riz Ahmed, with Jiang Wen and Forest Whitaker. Kathleen Kennedy, Allison Shearmur and Simon Emanuel are producing, with John Knoll and Jason McGatlin serving as executive producers. Rogue One: A Star Wars Story opens in U.S. theaters on December 16, 2016.
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