With Black Ops making a return, PETROL was challenged to design key art for the fan-favorite mode: ZOMBIES. The team needed to create an authentic, engaging experience that would commensurately resonate with the core fans, while also beginning to create a halo appeal amongst more casual fans of both the Call of Duty brand, as well as the Black Ops sub-franchise.
PETROL strategically created a stylized painting that set up the haunting, film noir tone, teasing/exciting the audience for Zombies. Certainly, this creative represented a significant departure from the “low hanging fruit” of what would typically be expected of creative supporting a Zombie-related launch; nonetheless, PETROL believed strongly in pushing the envelope, having faith in consumers to understand and connect with this magnetizing creative approach.
The response to this key art was overwhelming and hugely successful; fans around the world were blown away by the creative and it showed nearly unforeseen interest in, and anticipation around, the release of the Zombies game-mode. Moreover, PETROL proved that breaking the mold—when done right—can have truly incredible results.