While the SILENT HILL franchise is iconic, SILENT HILL f presented a unique challenge: introducing a brand-new story, a 1960s Japanese setting, and a distinct “beauty in terror” aesthetic.

This required a campaign that would not only reassure longtime fans of the series’ psychological horror roots but also captivate a new audience by effectively communicating the game’s unique identity and unsettling atmosphere.

To immerse players in this new world, we developed a multi-faceted campaign strategy centered on the concept of a “beautiful, creeping invasion.” We aimed to blend the digital and physical realms, allowing the game’s world to seep into our own.

Our strategy centered on creating unique, shareable experiences that would spark conversation and build a deep sense of atmospheric dread. From a digital campaign where the game’s iconic flora “infested” the ad space, to a massive real-world takeover of Little Tokyo, we created moments that would haunt players long after the campaign concluded.

Little Tokyo’s largest brand takeover. Ever.

For four weeks, we transformed the Los Angeles district into a living teaser for the game. This unforgettable activation solidified SILENT HILL f’s place in the real world, generating massive social buzz and creating a deeply personal connection with fans.

Statics, immersive display units, and video cutdowns comprise our digital campaign that cultivated an atmosphere of beautiful horror, driving pre-sales and building anticipation for the game’s release.

On the media side, we didn’t just target gamers; we targeted the entire horror culture—across film, anime, and streaming. Our strategy reached them in North America and LATAM, dominating mindshare and interest across all screens.