AVOWED CAMPAIGN

A BREAKDOWN OF OUR COMPLETE CAMPAIGN FOR AVOWED

TRAILERS

Buddha Jones led the full trailer campaign for Avowed, shaping the game’s narrative arc from first reveal to final launch. We crafted every piece—starting with the early CG announcement that introduced the world, through gameplay reveals, story moments, and the pre-order push, culminating in a powerful launch trailer and accolades piece.

PARTNERSHIPS

NORTHSPORE

To deepen immersion and extend Avowed’s narrative into the real world, we partnered with North Spore to create a tactile, edible extension of the game’s fungal lore. Fans could download a 3D-printable model of the Dreamscourge-infected bear and cultivate oyster mushrooms—blue, pink, or golden—sprouting from its form. This interactive experience not only mirrored the game’s themes but also captivated audiences, earning coverage from outlets like PC Gamer and GameSpot. The initiative sparked enthusiastic community engagement and proved that when your campaign literally grows on people, they remember it.

ART BY JESSE MARTIN | INFINITE ZOOM

To highlight Avowed’s rich world-building, we partnered with digital artist Jesse Martin, known for his viral infinite zoom illustrations. After sharing in-game visuals and concept art with him, Jesse crafted a mesmerizing zoom piece that echoed the layered depth of the game's environments. With over 900,000 followers, his post sparked strong fan reactions and reinforced Avowed as a world worth discovering.

PAID MEDIA

In the weeks leading up to launch, the push across social media and website takeovers demands a careful balance of fresh, inspired creative and dedicated, precise organization. With Avowed’s paid media campaign, we leveraged new tools (such as TikTok’s Story Selection format) and an array of approaches that introduced viewers to the game’s companions, combat systems, environment, and rich history. Partnering with platforms like IGN and Samsung, we also executed takeovers of their pages and UIs, creating engaging copy and modifying existing content to better fit those profiles. By the end of the paid media window, we had delivered over 200 placements with over 75 unique spec combinations to ensure that the word on Avowed was spread wherever potential players could be found.

OUT OF HOME

ANAMORPHIC BILLBOARD

To help introduce Avowed to the world, we brought a slice of its dark fantasy to Times Square with a 3D anamorphic billboard. Skeletons marched through ruins before the towering Envoy burst onto the scene—creating a moment designed to stop pedestrians in their tracks. Xbox’s Aaron Greenberg debuted the activation on social, with one video on X drawing over 84,000 views. With more than 330,000 people passing through Times Square daily, the placement delivered high-impact visibility at a pivotal moment in the campaign.

PROJECTION MAPPING

To bring Avowed’s lush fantasy world to life, we transformed static key art into a living spectacle through large-scale projection mapping. As daylight faded, the building-side billboard evolved—its familiar cover art reawakening in bioluminescent hues that mirrored the game's unique world. This night-time metamorphosis wasn’t just eye-catching—it was immersive, drawing crowds and sparking social shares. It was a high-impact moment designed to turn a passive ad space into an interactive encounter with the Avowed universe

VINYL BILLBOARDS

In one of Avowed’s most visually striking out-of-home moments, we installed a dual-billboard activation at a high-traffic West Hollywood intersection. Each billboard featured dynamic, stand-alone art showcasing a key moment from the game—but together, they told a larger story: the game’s hero casting spells on enemies across panels. This “billboard duel” concept turned a common media buy into an uncommon engagement moment, encouraging drivers and passersby to piece together the full visual narrative—boosting memorability and organically inviting social sharing.