COD MWII REVEAL CAMPAIGN
Coming off a below average year where a World War II setting didn't overly impress or excite our fan base, we needed a blockbuster reveal that reminded all our core fans and those who left about what Call of Duty looks and feels like at its best. To do that we focused on our iconic Task Force 141 game characters for the first time in the brand's history and elevated them to cinematic status of Marvel superheroes. We shot an epic one take film that dramatically revealed the return of each member and introduced a new character leading to an epic climax and cliffhanger that was then paid off by the game play trailer.
To increase the reach of the campaign and add some levity, we also develop a series of social films where we had celebrities join our Task Force 141 team on their ride into battle. Clearly out of place the banter between the celebs and our game characters helped capture social fun of Call of Duty that paired nicely with our serious hero film.
The campaign was a massive success. The hero film reached 3M organic views on YouTube in 48 hours and we started off the year hitting the first set of business goals.
Role: Group Brand Director