HOW WE ACTIVATED THE MASS — AND A COMPANY OF MERCENARIES

HOW WE ACTIVATED THE MASS — AND A COMPANY OF MERCENARIES

Digital Campaign

HOW DO YOU ACHIEVE DIGITAL CHECKMATE? THREE ROOKS AT A TIME.

With Season Five, Call of Duty: Warzone wasn't just introducing new ways and places to play—it was also deploying a new faction to play with: Shadow Company.

Here's how we introduced these mercenaries to the world.

To promote the arrival of Shadow Company in Verdansk, our partners at Activision Blizzard asked us to send the mercenaries’ iconic symbol—the black rook—to three influencers around the world.

To honor these top-tier operators, a few tactics were critical:

  1. 1) AUTHENTICITY: Each rook had to feel plucked from the shelf of Shadow Company’s storied legacy
  2. 2) CONTENT RICH: Layers of Easter eggs had to arm each influencer with content for their audience
  3. 3) SHOCK-AND-AWE: A false-bottom needed to stow mission intel for each influencer
  4. 4) SURGICAL: With about one week from brief to delivery, every second counted

Here’s how we designed, fabricated, and delivered three custom-crafted care packages that spellbound influencers and debriefed millions of fans around the world into Shadow Company and Season Five of Call of Duty: Warzone.

Call of Duty: Warzone – Shadow Company
Client
Activision Blizzard
Project
Call of Duty: Warzone – Shadow Company
What We Did
  • Design
  • 3D Render
  • Copywriting
  • Fabrication + Production

CHECKMATE

Our care-packages primed the Call of Duty community for Season Five, reaching 696 million and setting the stage for Shadow Company’s arrival in-game.

Results
  • 51 SITES COVERED STUNT
  • 73 ARTICLES PUBLISHED
  • 2.2MM SOCIAL VIDEO VIEWS
  • 694MM TOTAL EARNED REACH

Total Reach:

696 MILLION

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