Overall the goal of the launching Guild Wars 2: End of Dragons was to capitalize on the current audience as well expanding into the MMORPG + RPG audience.
The style of this trailer was to continuously evolve from the previous. The technique used was different and grasped the attention of new players. The goal is to have a wide core gamer appeal meaning we are leaning on a high-fidelity execution that evokes commercial accessibility as opposed to heavy impressionistic brushstrokes.
The launch of End of Dragons was a big success with great reactions from the client and fans alike that generated enormous amounts of community conversations and excitement.