GOD OF WAR

Challenge

Reboot PlayStation’s most iconic franchise known for its bloody action with a new game that tells a mature, emotional tale about fatherhood

Audience Insight

Our God of War fans, now older, expect their games to tell deeper, more serious stories than they did playing the original God of War on PS2

Strategy

Show how the growing bond between Kratos and his son empowers them to triumph on their perilous journey

Creative

A launch film and a first-of-its-kind stadium projection halftime show both telling the story of Kratos and his son overcoming a hostile, mythic Norse world.

Results

• God of War sold 3.1 million copies worldwide in its first three days, and topped 5 million in the first month, becoming the fastest-selling PlayStation 4 exclusive for the company

• 52M impressions of our stadium activation

Role

Creative Brief / Testing and Refinement