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BLACK OPS 4 LAUNCH #CODNATION
The gaming landscape changed. Twitch was the new king of entertainment and gaming was becoming incredibly more social. But on the outside, Call of Duty looked like a scary place to play, not a place to hang out with friends. So instead of launching the game we rebranded the community.
We built a content studio, writing, directing and editing 100's of films made in game. The films celebrated our true players personalities and highlighted a creative behavior we saw amongst our fans. We also worked with Call of Duty creators/fans from around the globe, helping them craft videos within Call of Duty Black Ops 4 that were authentic to their individual channels and creative tone of voice. These consisted of avid Call of Duty Youtubers and celebrity fans including: Neymar, Post Malone, Von Miller, J.J. Watt, Klay Thompson, Juju Smith Schuster, Draymond Green, Dele Alli and more.
We released 30 of our own films across paid and owned channels, which inspired our community to make 25,000 of their own in the first 24 hours. 37 other films lived exclusively on COD creator channels around the globe. All the way from the US, to the UK, to Norway, Russia, Saudi Arabia, Japan and Australia.
Role: Senior Brand Manager
AWARDS:
Cannes Silver Lion // Social & Influencer
Cannes Bronze Lion // Mobile
Cannes Bronze Lion // Film (Groin Punch)
Cannes Bronze Lion // Film (Chopper Mating)
Cannes Bronze Lion // Film (Synchro Swim)
D&AD Wooden Pencil // Branded Entertainment
D&AD Wooden Pencil // Direct Consumer Marketing
Gold ANDY // Idea