Modern Warfare 3 Cinematics Developed by London Firm, Spov

London creative design studio Spov has revealed a new Modern Warfare 3 reel highlighting their responsibilities in the development of Activision's blockbuster shooter.  As it turns out, the London firm was responsible for the cinematic scenes in Call of Duty: Modern Warfare 3, including concept development of cutscenes, art direction, and production in the game.

The recently released video below shows how they matched Activision's orders "to create a compelling narrative that clearly communicates the key activities the player will need to complete."

It's hard not to be impressed with Spov's work on the game.  Released yesterday, Modern Warfare 3 has already begun smashing sales records, including breaking the record for most pre-orders ever.  Despite an average rating of 90 on Metacritic by gaming journalists, many fans have been quick to bash the game, calling it a "rehash of Modern Warfare 2" and nothing more than "expensive DLC".

Activision has received a lot of flack from fans about lack of a new game engine and the reuse of building models from previous Call of Duty games.  This recent reveal from Spov will, no doubt, fuel the fire of those questioning what exactly IW and Sledgehammer actually created in the game, but it should be noted that Spov had roles in Black Ops, MW2, World at War, and CoD 4.  Spov has also worked on games like X-men: Destiny, Resistance 3, and Quake Wars.