ACTIVISION + CALL OF DUTY: MOBILE
Marketing Creative
CALL OF DUTY: MOBILE
Call of Duty: Mobile is a popular first-person shooter game developed by Activision. It brings the intense and action-packed gameplay of the Call of Duty franchise to mobile devices. The game offers a variety of multiplayer modes, including team-based battles, free-for-all matches, and battle royale experiences.
Players can customize their loadouts, unlock and upgrade weapons, and compete against other players from around the world. Call of Duty: Mobile also features iconic maps and characters from previous Call of Duty titles, providing an immersive and nostalgic experience for fans of the franchise.
SEASON 1: NEW ORDER TRAILER
PROBLEM:
The Call of Duty: Mobile project faced challenges of declining Monthly Active Players, caused by frequent season theme changes that confused new players and hindered their participation. Additionally, the need for adaptable campaign assets across console, social, and PC gaming platforms added complexity to the marketing strategy. The problems to be addressed include boosting player engagement, clarifying the season theme experience, and creating cohesive assets for diverse gaming platforms.
SOLUTION:
In the Call of Duty: Mobile campaign, I played a vital role in its success by addressing challenges and achieving impactful outcomes. We revitalized player engagement by developing a comprehensive marketing strategy and streamlining the season theme experience to attract new players. Additionally, I created cohesive and adaptable campaign assets that resonated across multiple gaming platforms. My creative leadership and strategic mindset significantly contributed to record-breaking results, setting new benchmarks for player engagement in the dynamic world of Call of Duty: Mobile marketing.
SEASON 1: NEW ORDER
As the leader of the visual and creative marketing identity, I spearheaded an ambitious endeavor for Call of Duty: Mobile, embarking on a path of reinvention. Fueled by a desire to accomplish what no other game had achieved before us, our team embraced the challenge with unwavering determination.
Collaborating closely with a talented group of Capture Artists, Directors, Designers, Editors, and Producers, we harnessed the power of iconic cultural moments and valuable player feedback to drive our vision forward. Together, we crafted a captivating and immersive creative aesthetic that resonated deeply with our audience, ultimately propelling the game's player base to reach unprecedented heights.
Throughout the project, our team exemplified flexibility and unwavering teamwork, adapting to evolving demands and pushing creative boundaries to exceed expectations. By harnessing our collective expertise, we successfully reinvigorated the Call of Duty: Mobile experience, leaving an indelible mark on the gaming landscape.
CULTIVATING AN ART STYLE
As the Lead Animator on the Marketing Team for Call of Duty: Mobile, I played a pivotal role in shaping the visual direction of the entire season. My responsibilities included curating art references and spearheading the development of the animation style, effects, and overall aesthetic. The season embraced a captivating futuristic and cyberpunk theme, incorporating elements such as flares, digital glitches, holograms, and vibrant neon lights. This art style became the foundation for approximately 100 diverse marketing deliverables.
In addition, we researched & designed 15 new logos for fictitious companies within the Call of Duty universe, contributing to the immersive futuristic world-building. One of the key challenges was ensuring that my art styles were not only visually striking but also adaptable to work seamlessly across 27 languages and cater to the diverse markets of 72 countries.
Through my creative input, diligent animation work, and meticulous attention to detail, I successfully brought the envisioned art style to life, enhancing the overall marketing impact and contributing to the success of the Call of Duty: Mobile campaign.
ANIMATION TESTS
FINAL RENDERS
46,552,147
Monthly Players
+2M New Monthly Players - Jan ‘21
CAMPAIGN OUTCOME
In summary, my involvement in the Call of Duty: Mobile project showcases my leadership in driving successful marketing creative endeavors. Through my strategic vision, collaborative approach, and ability to adapt to diverse challenges, I have proven my capability to deliver impactful campaigns that engage audiences and drive record-breaking results.
As I look towards future collaborations with clients and brands, I am eager to bring my expertise in visual and creative marketing to amplify their brand identities, elevate their campaigns, and achieve unparalleled success in the dynamic world of digital marketing. With a passion for innovation and a track record of exceeding expectations, I am ready to embark on new creative ventures and make a lasting impact for future clients.
