Yakuza 6: Stories of the Dragon

Yakuza 6: Stories of the Dragon

SEGA
Summary

To celebrate the release of Yakuza 6: The Song of Life, we partnered with Sega and director Christopher Ewing to explore the legend of the Dragon of Dojima from an unexpected point of view – through the eyes of a few memorable characters who had small but important parts to play in Kiryu’s adventures over the course of the series.

Background

Filmed on Location

To create an authentic sense of place, we filmed each of their stories on location in Japan, capturing the unique light, grit, and beauty of the world that has captivated fans of the series for over a decade.

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Mafia III Launch Campaign

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World of Warcraft: Battle for Lordaeron

World of Warcraft: Battle for Lordaeron

Blizzard
Summary

At BlizzCon 2017, we introduced World of Warcraft 8.0 by bringing the epic Battle for Lordaeron to life with a 13,000 square foot diorama featuring more than 10,000 actual World of Warcraft player characters.

10,000+

UNIQUE 3D PRINTED CHARACTERS

LARGEST VIDEO GAME DIORAMA

1300+

SQUARE FEET OF HANDPAINTED LANDSCAPE

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Yakuza 6: Stories of the Dragon

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Overwatch Payload Tour

Overwatch Payload Tour

Blizzard Entertainmen
Summary

We designed and produced the first-ever Overwatch Payload Tour, featuring a one-of-a-kind photo experience that digitally inserts cosplayers and friends into an immersive, rotating 360-degree game environment. Participants pose together on an elevated and motorized stage in front of a curved greenscreen, as our camera captures the perfect, spinning Michael Bay-style hero shot. As they step off the stage, the compositing system places them in the scene, and everyone receives the branded clip to show off on social media.

As an extra reward, each participant receives a collectible Overwatch hero pin. And, each day of the event features a different map from Overwatch, so fans can come back every day for a brand-new photo.

The Overwatch Payload Tour is traveling across North America this Summer and Fall.

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Yakuza 6: Stories of the Dragon

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Mafia III Launch Campaign

Mafia III Launch Campaign

Client

2K Games

Awards

Promax 2017

Description

We partnered with 2K Games to bring New Bordeaux’s culture and Mafia underbelly to life for veteran fans and new audiences.

Case Study Video

Brand Strategy: Expanding the Pool

Mafia III had to contend with multiple AAA titles released around its launch, so expanding the audience was a must. Our strategy hinged on cross-cultural overlap, so we targeted potential fans within music, hip-hop, and sneaker culture with great success — Mafia III became the fastest-selling game in 2K history.

Ice Cube &
DJ Shadow

Fresh Kicks

We teamed up with renowned sneaker artist Kickasso and Complex Magazine to celebrate the game’s release with a Mafia III-inspired Adidas NMD. Influential artists and personalities in the hip-hop community helped to launch the shoe as an exclusive giveaway.

Because it was important to remain authentic to Mafia III’s setting, we also invited fans to experience the amazing city that inspired New Bordeaux. We worked with local NOLA hip-hop artist Curren$y to arrange a driving tour of the city and its unique, vibrant culture.

Music Partnerships

We knew the soundtrack was destined to be more than just a gritty, rock & roll backdrop for the game — even Rolling Stone wrote that Mafia III was “scored like a formidable Sixties mixtape.” So we brought it to partners like Spotify, Pandora, and Genius, along with a new Ice Cube and DJ Shadow collaboration for Mafia III called “Nobody Wants to Die.”

Hyper-Targeted HTML5 Launch

Rather than simply cut up the same key art into the usual set of digital banners, we created three distinct phases that emphasized different parts of the campaign with very different looks, targeted to different audiences.

The first visual phase was was built around the iconic red “III,” announcing the Mafia series’ return with some serious swagger. In the second phase, we began positioning Mafia III as the gaming equivalent of a prestige crime saga like American Gangster or Heat – more film than game — one that promised an unmissable blend of action, drama, and Oscar-quality writing. The third phase, building to launch, emphasized the box art with complex animations, site takeovers, and break-the-frame banners, ramping up excitement in an explosive way.

Corsair One Launch

Corsair One Launch

Corsair
Summary

A critical moment in Corsair’s history. The new product needed a name, a brand strategy, and creative executions for launch.

Background

Brand strategy and visual identity

To outflank established competitors like Razer, Alienware, and HP, we had to to carve out a new position that would make buyers think differently about the typical “gaming PC,” which can often be a loud and awkward mix of plastic and testosterone. We needed to define Corsair’s new PC as a beautifully-built, near-silent object of desire, without losing sight of the reputation for engineering excellence and reliability they had earned from years of producing well-regarded internals. At the end of our process of research, discovery, and strategy, we arrived at just the right name and product story – the new “Corsair ONE” would not only mark the company’s first move into the packaged PC space, but would also represent the fusion of many individual Corsair-made internals into a single, bespoke packaged product.

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Mafia III Launch Campaign

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Mad Max x Uber

Mad Max x Uber

Warner Bros. Interactive Entertainment/Uber
Awards

Gold GMA, Silver Clio, Gold IAC

Summary

Ride to Valhalla in your very own wasteland Uber, take selfies with the War Boys, and share it all on social media.

286+ Million

Earned Media Impressions

Background

Riding With the War Boys

Warner Brothers Interactive Entertainment asked Liquid to develop a high-impact PAX activation to promote the release of the Mad Max video game. Partnering with Uber, we created a once-in-a-lifetime opportunity for people in Seattle to request a ride in an amazing and authentic Wasteland battle car. Custom in-app images, icons, and messages promoted the game launch to Uber app users.

Result

A Massive Response

The execution not only entertained hordes of giddy onlookers, but also generated huge global brand awareness for the new Mad Max video game and Warner Brothers Interactive Entertainment. Tens of thousands of fans shared their images on social media, and the hashtag #MadMaxAtPax alone generated an estimated 286 million impressions around the world. The wasteland rides were featured on the front page of popular media outlets, including The Verge, Complex, Maxim, Entertainment Weekly, Popular Mechanics and Business Insider.

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Hearthstone Winter Veil Wonder Bundle

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Funko Unboxing

Funko Unboxing

Funko Pop!
Summary

There is no feeling in the world like opening a Funko box.

A series of social videos that show just how exciting it can be to get one of the Funko boxes in the mail every month. Videos were made for the Marvel Collector Corps, Star Wars Smuggler’s Bounty and the DC Legion of Collectors.


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Guild Wars 2 “Brave” Trailer

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Sonic Ring Jump

Sonic Ring Jump

SEGA
Summary

A green screen trampoline lets you put yourself in a Sonic game and gives you a chance to win $1000.

At E3 and San Diego Comic Con, we let fans jump on a huge green screen trampoline to try to grab a gold ring that was juuuuuust out of reach. Every jumper was captured on video and digitally inserted into their choice of Sonic Mania or Sonic Forces, and could instantly share their video keepsake on social media.

Any fan who managed to actually grab the ring received cool Sonic swag, and was entered into a drawing for $1,000 and a year’s supply of Totino’s Pizza Rolls, the official snack of Sonic gamers everywhere.


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Shadow of War

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#PrizeOfTheTombRaider

#PrizeOfTheTombRaider

Square Enix
Summary

We dangled a real life Jeep dangling from a 70-foot-tall billboard in Times Square for Rise of the Tomb Raider.

To promote the launch of Rise of the Tomb Raider on PlayStation 4, we created a 70-foot-tall billboard in Times Square, featuring a real Jeep Wrangler dangling from a steel winch cable in front of an icy background. The Jeep had functional headlights and taillights that came on at night, and there was even a hidden snow machine that activated at random intervals, filling the intersection below with swirling snow (a first for Times Square out-of-home).

To ensure that the impact of our billboard reached far beyond its physical location, we made it the centerpiece of a national social media contest called #PrizeOfTheTombRaider – any fan who posted the contest hashtag and a Tomb Raider-themed photo on Facebook or Instagram would be entered to win the real Jeep.


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Overwatch Payload Tour

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