Call of Duty Ghosts

The Brief

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The Ghosts are Real

CALL OF DUTY: GHOSTS

Call of Duty: Ghosts was a new storyline to the Call of Duty video game franchise. To support the launch we created an array of marketing campaigns, sites, advertisements, newsletters, takeovers and social media executions.

The launch of this game was a major event for the franchise and needed to be celebrated accordingly. There were multiple live-streaming events leading up to the launch that we also supported with various marketing tactics.

The game was released with the launch of next-generation consoles PlayStation 4 and Xbox One, each requiring their own messaging and marketing support.

The official site was designed as a fullscreen app-like experience with a dark minimalistic design esthetic. The experience invoked an element of discovery for fans through a grid of imagery and clear-cut calls-to-action. A simple left hand navigation provided quick access to all site content.

The site was also beautifully responsive and experience optimized based on the users device resolution.

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Reveal Site

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In the weeks leading up the launch of the game, we create 2 campaign sites that allowed fans to get a sneak peak at the game.

One site was driven by Tweets. As fans Tweeted the site, a hidden message and game-mark would reveal themselves.

The other site revealed messages and assets we created teasing at the game's storyline.

Both campaigns also ran on brand social media channels and created a frenzy of anticipation and conversation online for the games launch.

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Initial Design Concepts

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Fans and gamers alike primarily visit video game sites to see what a game will actually look like. The app-like interaction model I chose for the site leant itself to an experience driven by visuals first, copy second.

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Campaign Concepts

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We had a lot of fun brainstorming different ways to engage fans with the brand including not only digital executions, but guerilla advertising as well.

Behind the Scenes

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Working on a video game brand is pretty rewarding. Typically the boundaries the brand is willing to push are not so set in stone. This leaves a unique opportunity to challenge yourself and your team creatively to come up with ideas that you usually don't get to explore. Attending E3 and the company launch party was also pretty cool.

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