'Going Dark' case

Activision - Call of Duty Modern Warfare

How to connect the followers of the largest online football community 433 to the new Call of Duty game? Correct, with the Going Dark challenge! 

Using the newest asset of the Modern Warfare game; the night vision goggles to challenge famous football players by introducing several challenges for them to complete in a fully dark environment. 

Based on connecting game elements to the world of football in a fluent way and so the campaign is brought to life. After the success on national level, the campaign expanded abroad to the UK. 

The campaign mission was accomplished by a socialfirst campaign video, giveaway and a gameplay event. 

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My objectives/responsibilities during this campaign: concepting, pitching the ideas, Creative Director on the set, monitoring and end responsible for all the creative output. 

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