HOW FINAL FANTASY CELEBRATED ITS LEGACY BY CREATING A NEW ONE
Marketing Campaign
THE DOCUMENTARY THAT SHOWED HOW GAMES BRING US ALL TOGETHER
Over the years, millions of gamers have played Final Fantasy. But what if a single video could capture over a decade's worth of origin stories? With a mini-documentary and the #FFLEGACIES hashtag, our campaign reached millions of players, engaged thousands of gamers, and brought the buzz to a boil for FFXV by taking the title to its roots.
With decades of history and dozens of iterations, Final Fantasy has no shortage of name recognition. But our goals with their latest offering went far beyond getting the word out. We aimed to:
- 1) Ignite passion among existing fans by revisiting their favorite Final Fantasy memories
- 2) Authenticate the franchise to mass audiences unsure about the game
- 3) Convince new audiences to jump in and play, despite the fact that it’s the 15th iteration of the game
By seamlessly integrating regular fans, celebrity fans, and high-profile game developers across the industry, the documentary captured the nostalgia of previous Final Fantasy releases while inspiring new and lapsed players to jump into FFXV to form “new legacies” all their own.
Client Square Enix
Project Final Fantasy XV: New Legacies
What We Did
- Original Documentary
- Social Media Management
- Video Content
- Copywriting
MINI-DOCUMENTARY
Our heart-warming mini-doc tapped into the nostalgia and love surrounding Final Fantasy, including anecdotes from real players about the impact Final Fantasy had on their lives and relationships.
SINCERITY ABOVE ALL
We seamlessly wove stories from influencers (like professional wrestler Xavier Woods and Bioshock director Ken Levine) with those of regular fans to give the campaign massive reach while maintaining sincerity.
#FFLEGACIES
Fans were encouraged to share their own Final Fantasy nostalgia stories under a unifying hashtag, proving the game's power to bridge generations of players.
A NOSTALGIC CAMPAIGN THAT ENGAGED MILLIONS
The 5-minute and 15-minute documentaries catalyzed social discussion across all channels, reaching millions of gamers and tapping into a global, decades-long love for the franchise.
Results
- 15+ MILLION Impressions
- 646+ THOUSAND Views
- 15+ THOUSAND Likes
