LIVING WITH EVERY DECISION
THENFLHIT
READY OR NOT’S
HARD TRUTH
DLC BEYOND THE
BREACH
FROM THE START, VOID INTERACTIVE MADE IT CLEAR TO US THIS WASN’T ABOUT SOFTENING THE EDGES OF TACTICAL SWAT RESPONSE FOR MASS APPEAL. THE GAME’S VERY IDENTITY IS ROOTED IN ITS TENSION.
THE THREAT OF UNCERTAINTY, THE WEIGHT OF CONSEQUENCE, AND THE REALITY THAT EVEN THE “BEST” OUTCOME CAN STILL LEAVE SOMETHING BROKEN BEHIND IS THE CLARITY THAT DREW US IN - AND WHAT HAS MADE THIS PARTNERSHIP STICK.
“PETROL JUST GETS IT - NOT SIMPLY THE LOOK, OR ENERGY OF READY OR NOT, BUT THE HARD TRUTHS AND CONSEQUENCES THAT MAKE IT HIT DIFFERENT.”
HONORING THE
INTENSITY
HOW DO YOU MARKET A GAME BUILT ON HEIGHTENED REALISM AND THE POSSIBILITY THAT THINGS CAN GO VERY, VERY WRONG?
THE ANSWER WAS NEVER TO RUN FROM IT. IT WAS TO FIND THE RIGHT DOORWAY IN.
AGGRESSIVE
By Design
ACROSS THE MAIN CAMPAIGN AND HOLIDAY CAMPAIGN, WE DEVELOPED SIX PIECES OF KEY ART DESIGNED TO HOLD ONTO THE GAME’S SEVERITY WHILE STILL GIVING IT A SCALABLE MARKETING STRATEGY.
THE WORK HAD TO FUNCTION ACROSS SOCIAL, DIGITAL, AND BROADCAST-ADJACENT PLACEMENTS WITHOUT EVER LOSING ITS NERVE.
FINDING OUR CENTER
IN THE VISUAL
LANGUAGE
PADS OFF. PLAY ON.
CREATE AN NFL
SPOT TIED TO THE
LEGION OF BOOM.
SAME DISCIPLINE, DIFFERENT FIELD
BUILT FOR BROADCAST.
A SPLIT SCREEN NARRATIVE HELPED REINFORCE THAT RELATIONSHIP - PLAYER TO OPERATOR, TEAM TO UNIT, SWAGGER TO STRUCTURE.
THE DESIGN LANGUAGE BUILT ON THE PREVIOUS WORK, ADJUSTING FOR THIS HYBRID IDENTITY: PART SPORTS PROMO, PART TACTICAL INITIATION.
SUITED FOR IMPACT.
AIRING ON FOX DURING THE HOLIDAY STRETCH, THE SPOT LANDED DURING A MOMENT PRIMED FOR ATTENTION: BIG AUDIENCES, HIGH VISIBILITY, AND PEAK CULTURAL NOISE. THAT MADE THE BALANCING ACT EVEN MORE IMPORTANT.
THE WORK HAD TO PLAY BROAD ENOUGH FOR A MAJOR NFL BROADCAST MOMENT WHILE STILL CARRYING THE GRIT, PRESSURE, AND REALISM THAT DEFINE READY OR NOT.
PETROLIAN
FEATURE:
CHASE
We want to position the world of Defect in the right light.
We show it as it is, but maybe differently from the user experience - because every user experience is different. We show it as it is, but maybe differently from the user experience - because every user experience is different.”
WHEN THE
PERIMETER MOVES
CAMPAIGNS INTRODUCE THE WORLD. DLC PROVES WHETHER THAT WORLD CAN KEEP RE-ENGAGING.
FOR BOILING POINT, THAT MEANT CREATING DLC VISUALS THAT FELT INSTANTLY CONNECTED TO THE LARGER READY OR NOT UNIVERSE WHILE SIGNALING WORTHY ESCALATION.
BREACHING THE BOILING POINT
PUTTING THREE EXECUTIONS NEXT TO EACH OTHER PUT A POSITIVE PRESSURE ON OUR CREATIVE TEAM.
TOGETHER EACH PIECE HAD TO FUNCTION AS A UNIT, EXTENDING THE WORLD, ESCALATING THE STAKES AND STAYING TRUE TO THE SAME ELEMENTS THAT DEFINE THE BRAND.
MORE DOORS TO CLEAR
WHEN A STUDIO KNOWS YOU HAVE A DEEP UNDERSTANDING OF THE ETHOS UNDERNEATH THEIR BRAND, THE CONVERSATION NATURALLY GETS BIGGER.
WE’RE NOT CLEARED TO SPEAK ON THE NEXT OPERATIONS JUST YET, BUT WE CAN SAY THIS: THE WORLD OF READY OR NOT IS EXPANDING. WHAT WE’VE SEEN HAS ONLY DEEPENED OUR BELIEF IN WHERE IT’S HEADED - AND WE’RE SUPER PROUD TO BE HELPING SHAPE WHAT COMES NEXT.