Design the visual identity for the launch of Call of Duty: Advanced Warfare. Communicate that Call of Duty is returning to its roots as a more pure shooter, action-based experience.
PETROL's approach was to communicate that this was an action-first game experience and enabled the player to do things that they have never been able to do before in a Call of Duty title. With a new title added to the franchise every year, we wanted to showcase the exo-suit and new abilities. The secondary art focused on macro moments that featured the gear to show it is a Call of Duty unlike any other.
This campaign helped drive incredible awareness around the fact that Call of Duty was back to its roots wrapped in an advanced, gameplay experience. Both Activision and the development team were extremely pleased with this aggressive and ownable campaign.