The assignment was to re-introduce fans to the Black Ops world with an impactful visual that would put a new twist on one of Call of Duty’s most renowned sub-franchises.
PETROL gave a nod to the iconic “Sitting Bull” pose by reinventing it to be ownable for the new Black Ops III title. With a limited amount of provided assets, PETROL used careful techniques combining photography, detailed illustration, hours of 3D work, art direction and strong collaboration with Activision and Treyarch to effectively communicate the new technology of the game without overselling it. The representation of this super soldier would appeal to both mass and core audiences, while perpetuating the popularity of and affinity with one of gaming’s billion dollar brands.
This asset served as the centerpiece for one of the biggest game launches of 2015, which exceeded $550 million in sales in its first three days, and had the most digital unit downloads for a full-game in its first day of availability in PlayStation 4 history. These results established Black Ops III as the biggest launch of the year in any entertainment medium, including film, through the majority of 2015.