With the iconic Captain Price deploying to Call of Duty: Warzone, we approached Cameo to partner on another kind of deployment: the first-ever virtual character launch on their platform. Soon, fans could request videos from their franchise favorite, interacting with him directly by requesting custom messages.

Fans were delighted to discover Captain Price on the platform, and soon, Bravo Six was conducting ops he'd never imagined: wedding proposals, military service announcements, birthday and graduation shoutouts, messages of support, father-daughter notes, and more. By campaign's end, we wrote over 425+ scripts, each one customized to its recipient.

Via surprise drop, an initial wave of celebrities, athletes, and streamers received the first round of Price Cameos, distributed natively on each celebrity's channels. The campaign quickly gained steam, generating 6.6M+ views as dozens of streamers including TimTheTatMan and celebrities like Steve Aoki posted their Cameos.

The first wave of Cameos sold for $141, an homage to Price's Task Force 141, with all proceeds supporting veterans via the Call of Duty Endowment. Orders were screened, approved, scripted and shot just days later. Alongside hero placement on the Cameo platform, earned press coverage from Polygon and The Verge drove awareness for the op.

With no precedent to follow, the Armed Mind team set out to build its own COVID playbook, including a completely virtual pre-pro and shoot that ran on pre-tested, incubated equipment. Not only was lighting, wardrobe, and make-up executed remotely, but a cloud-based prompter and camera allowed our virtual team to guide talent from his own home.

While adhering to ever-changing union and governmental guidelines, we also needed to set up talent for success, as he'd be performing hundreds of scripts at a time. To turn fan requests into a final assets in mere days, we created a fully remote cross-discipline pipeline where scripts, cuts and composites could be rendered and reviewed in real-time by brand, studio, legal, and PR.

A second wave of celebrity Cameos and a sweepstakes for non-purchasers was staggered out of respect for global circumstances and larger societal events. Once released, these custom Cameos connected with fans on a personal level, lightening an unprecedented time by providing a human, interpersonal connection to one of the franchise's most iconic characters.