We crafted a multi-phase digital campaign that evolved with every beat of the game’s lifecycle.

Our creative was designed to both satisfy early hype from extraction fans and broaden appeal to new audiences by leaning into the game’s cinematic sense of adventure — not just its high-stakes survival.

Across pre-order, open test, launch, post-launch accolades phases, and beyond, our paid media strategy combined high-impact trailer cutdowns, dynamic statics, and platform-specific display executions.

Each wave of creative shifted in tone and messaging, building momentum from anticipation to participation to availability and then to validation.