CAMPAIGN
Captivating Audiences to Feel Something Real
Capcom has defined the Survival Horror genre over the past 30 years, and with Resident Evil Requiem—a modern, grounded and emotional take on the series—it seeks to expand on what audiences should expect from a horror/action game by exploring themes of trauma, legacy and the player experience in the face of terror. Therefore, we developed an emotionally charged campaign about the lost humanity of the game's world, by focusing on the people, the places, the monsters and their stories—a remembrance of what was lost and what they became.
SHORT FILM
OUT-OF-HOME
Two weeks before the short film was made public, we launched a viral out-of-home activation across NYC and LA. These unbranded billboards depicted pictures of unknown families with the tagline “Evil Has Always Had a Name”, that overnight revealed a darker side. Passersby that stopped to scan were able to watch the unlisted film, which quickly spread across YouTube and social media.
LAUNCH SPOTS
PAID SOCIAL
