Maverick's campaign strategy was to build on Warpath’s initial launch phase and deliver a community focussed experience designed to engage audiences in the Social space.
We created a series of seven standalone “Knowledge Drops” to help newplayers go from Cadet to Commander all while ensuring that the series resonated with the dedicatedbattalion of fans who’ve been playing since ‘D-Day’.
For new audiences, education and awareness was key and was achieved through showcasing the breadth of features available to them in the game. For existing playersthese were known features, so the assetsoffered a deeper educational experience, enhancing their gamethrough informative strategies and tactics to help them in battle.
Maverick grabbed viewers' attention with a dynamic CGI opening that seamlessly transitions into the familiar game art-style, with each ‘knowledge drop’ further enhanced by a bespoke andunique narrativedelivered by a host of different in-game characters.
For us, the devil was in the detail. The opening cinematic was designed to bring thoughts of WW2 immediately to mind, from the plane caught in a storm of flak to the style of the boot kicking the crate, we wanted to capture the aesthetic built up over decades of media from Saving Private Ryan to the Medal of Honour franchise.
Each asset closes with a rallying CTA to bookend the opening CGI – creating a powerful impact andhelping deliver a complete user acquisition journey for the next round of budding recruits!
Briefed in, tooled up, let’s go to war!