Call Of Duty
Call Of Duty
Call Of Duty
Call Of Duty
Call Of Duty
Call Of Duty
Overview
Through a collaborative team effort, my team and I are at the forefront of developing, strategizing, and crafting the global launch and campaign for the Call of Duty franchise on an annual basis. I have concepted and executed work across the entire campaign, bringing Call of Duty from your mobile phone to the main stage. The breadth of my work encompasses a diverse range of elements, including campaign strategy, key visual identity, AV content, social media, and immersive out-of-home experiences and stunts, ensuring the brand’s presence is powerfully felt across every touchpoint.
For the highly anticipated MWII title we needed a campaign that evokes a powerful image of the human aspect of war. "Faces of War" was our strategy for highlighting the diverse and personal experiences of those involved in warfare.
Behind every military strategy are individuals carrying their own story of courage, loss, and resilience. We were looking to visually represent the deep connections and bonds shared among soldiers and translate them to the players' experience.
Boots on the Ground
My team and I spearheaded the development, art direction, and design of the Port of LA out-of-home stunt and reveal for the Call of Duty franchise. This monumental game launch stunt stands as the largest in Call of Duty history. We crafted an immersive experience that not only captured the attention of the public but also bridged the gap between the game world and reality. This live-action spectacle embodied the intense, high-stakes moments that our in-game heroes face, creating an unforgettable connection between the players and the world of Call of Duty.
The approach represented a groundbreaking way for the Call of Duty franchise to unveil the game, highlighting its vastness and innovation. MWII generated over 1 billion dollars in worldwide sales and over 200 million hours of play time in the first 10 days.
Back 2 Back
The Call of Duty franchise set out to achieve another first in its storied history by releasing consecutive Modern Warfare titles. This presented a unique opportunity for my team to develop and craft a unique campaign that was more than just an ordinary continuation of its predecessor.
The MWIII campaign was built on the big idea that "War Tears Us Apart." It speaks to the fragmentation and destruction of families, communities, and nations; highlighting the deep emotional and physical scars left by warfare. My team brought this idea to life with with an arresting visual language of destruction and disintegration surrounding the iconic characters from the game.
Call of Duty has left an indelible mark not only on the gaming industry but also on various aspects of social and popular culture. Its influence extends beyond the realms of entertainment, impacting social dynamics, media consumption, and even perceptions of military history and warfare.
