The assignment was to bring back the level of both excitement and anticipation for a long standing franchise. Call Of Duty was poised to go back to it's roots and bring back a lapsed audience.
For this Strategy, we had to just “Get Real” and bring to life the opposite of what traditional game marketing does. As opposed to the standard heroic approach we built a campaign around the vulnerability of storming the beaches of normandy as a scarred 18 year old from the midwest and facing almost certain death.
We built the soul of the allies into the eyes of the hero that was surely the the boldest departure for the franchise ever.
The CALL OF DUTY WWII Campaign and Visual Identity was widely used by media outlets, PR and Fans as the anthem for CALL OF DUTY going back to boots on the ground and storytelling that made it the monster franchise it is.
The results were proofed out by the sales with CALL OF DUTY WWII becoming the Number 1 selling game of 2017