CALL OF DUTY BLACK OPS 6 REVEAL - THE TRUTH LIES
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For the launch of Black Ops 6, we had to drive pre-orders and overcome concerns about Call of Duty’s storytelling by revealing the new game’s premise with a buzzy bang. We knew 20-something CoD gamers longed for a simpler time when conspiracy theories were fun, giving them the thrill of uncovering “hidden truths” without the IRL consequences. So to reveal the new game’s provocative 1990s story with a meta-level conspiracy of our own—one designed to spark speculation and debate—we launched the “The Truth Lies”: a series of unbranded guerrilla stunts to incept the story’s POV into culture and play with people’s expectations of what’s real and what’s not about the game’s narrative. Then we re created famous political members from the early 1990s and had them deliver a chilling message about what we all knew to be true.
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Role: Group Brand Director
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