CALL OF DUTY BLACK OPS 6 REVEAL - THE TRUTH LIES
To reveal Call of Duty: Black Ops 7, we didn't market a game. We launched its villain. Instead of a trailer or teaser, we introduced The Guild, an in-game AI robotics company, as a real AI protection tech company and staged its IPO in the real world. The idea was to make the antagonist of Black Ops 7 arrive the same way modern power does: professionally, credibly, and with enormous unearned confidence.The Guild appeared first through trusted, non-gaming channels – podcasts, newsletters, Reddit, and premium tech and finance publications – using founder-style messaging and unsettlingly slick, Silicon Valley language. The campaign culminated in a Times Square and NASDAQ takeover, complete with a real bell-ringing ceremony. By placing a fictional company inside the real rituals of global finance, the line between fiction and reality intentionally blurred. The audience didn't watch the story. They experienced it.
Role: Group Brand Director
