CALL OF DUTY BLACK OPS 6 LAUNCH - THE REPLACER IN CULTURE
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After 20 years, Call of Duty has evolved into a true “bring millions together” blockbuster. But with fans more diverse in age and interest than ever, we had an even tougher challenge. Unite this entire community with something they could all share and bond over. Enter The Replacer, our Black Ops hero, rallying Call of Duty Nation across 21 cultural niches. From Complex’s sneakerheads to the loyal viewers of Jeopardy and Wheel of Fortune, Formula 1 fans, and beyond, The Replacer brought everyone back to the shared thrill and camaraderie of COD Nation. Black Ops 6 became the best-selling Call of Duty game to date, shattering records for daily active users, hours played, and total matches. We set new benchmarks in day-one sales on PlayStation and Steam, and even broke an MSFT Game Pass record for single-day new subscribers.
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Role: Group Brand Director
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HE REPLACED INDIVIDUALS ACROSS ALL THESE MEDIA PROPERTIES
ALONG WITH SOME OF THE BIGGEST CELEBRITIES
AND ALSO SOME REGULAR EVERYDAY PEOPLE