HITMAN 2.
SOCIAL CAMPAIGN
Stealth launch for Hitman 2. ICA paperwork first, then a live call at PAX West.
The brief
Make a stealth launch feel like a briefing, not a trailer dump. Existing fans already knew the World of Assassination. New players had to be dropped into it. I directed and designed the social system so every asset read as ICA paperwork — surveillance, intel, preparation — and so the live activation used the same language.
- Client
- Warner Bros. Interactive Entertainment / Digital Media Management
- Role
- Art Director, Design Lead
- Scope
- Social system · Key art · Motion · Experiential
- Location
- Los Angeles, USA
Point of view
Fans were addressed as agents, not as an audience. Stills took the angle of security footage, dossiers, and pre-mission kits. Location cards for Miami, Mumbai, the suburbs, Colombia. Elusive-target files. Postcards with a verso. If it could not pass as a document from the Agency, it did not go out.
Greetings from the field
Built for the platform
Twitter polls. Facebook force-touch. 180° frames. 3D objects with intel hidden in the model — first to market on that format. The idea was not a square poster cropped three ways. Each piece used a feature only that platform had.
The call
31 August 2018, PAX West. A countdown simulcast on Facebook Live, Twitch, and YouTube. A number. Callers tested as potential ICA agents. The room and the feed shared one visual world so the stunt did not sit on top of the campaign.
Impact
2019 Clio Entertainment Bronze — Games, Experiential / Events. 2019 Communicator Award of Excellence. Call center: 13,600 calls, 1,500 texts, 3,000 answered, 68 hours on the line. The title landed among the strongest earners in a seven-game history.