Call of Duty MW3
There's a Soldier in All of Us
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After a decade, Call of Duty decided to bring back one of it's most infamous villains.
It was up to us to show audiences why after all this time away, he was scarier than ever.
For the first time, an advertising concept changed the game (like the actual video game).
Our tatted-up take on Makarov was so popular, Call of Duty asked for the files so they could build him into Warzone as a playable character.
Results:
Trended #1 on YouTube within 5 hours and remained trending for two days. Resulted in the highest-ever number of pre-orders and MW3 became the second-highest-selling game of the year.
Team:
ECD: Zach Hilder, CD: Ted Kapusta, Sr AD: Justin Batten & Gideon Gallard