Defy Reality.

We’ve reached a bit of a tipping point. One where the unreal moments of gaming bend your mind into believing that, if even for a second, you’re a god among mortals. For Reality, it’s a difficult pill to swallow. Because Reality can’t fathom using The Force. Or throwing 3,000 pound robots to the curb. Or playing tennis with a baseball bat, let alone a floppy fish. Reality believes only what it sees with its own eyes. And even when convinced beyond a reasonable doubt, Reality still looks for excuses. It’s time to leave the comfort of the lumpy couch behind. Reach out your hands and see more than button bashers. Look past the trappings of your living room and visualize a world without walls. Pick on someone, or something, far from your own size. Ignore the cities and states that separate your crew, joining in arms. And when that pesky voice of reason dares creep back in, challenge it to another game.

Each piece of creative began with storyboards to lock in the framing and poses, which then informed photographer Marcus Eriksson, allowing him to quickly capture all the variations needed. We knew the hero photography could be flexible in its use, so we planned for static OOH to be adapted for digital OOH, social feeds, and websites, as well. We worked with Eben Mears and his team at Psyop to create subtle parallax motion individualized to each execution.

I was the creative lead and associate creative director for the launch campaign. I provided creative direction, established brand strategy, oversaw the creative production and collaborated across product and marketing communications.