Horizon Forbidden West / Sony Interactive Entertainment
A 360 campaign for the launch of a much anticipated, best-selling PlayStation title.
Out of Home
We brought the world of Horizon Forbidden West to life with striking OOH installations, placing life-sized sculptures of the game's iconic machines in key locations around the globe. 1 This culminated in a spectacular Times Square takeover, where a multi-screen spectacle captivated audiences and amplified the game's launch.
Social Media
Our social media campaign for Horizon Forbidden West was designed to generate maximum hype. We developed eye-catching key art that resonated with fans, deployed it across a variety of platforms (including a unique Instagram puzzle feed), and provided the client with a social toolkit to maintain brand consistency and amplify engagement.
Live Stream Event
Showcasing the breathtaking beauty of Horizon Forbidden West, we produced a "Bear Cam" ASMR livestream event using existing in-game landscape footage. This immersive experience highlighted the game's graphical fidelity and rich world-building, providing a calming and captivating prelude to the State of Play event.
Instagram Stories
We hacked Instagram Stories to create an immersive "Focus" experience. Transforming the platform into the game's signature scanning tool, we delivered a series of videos showcasing new gameplay features, giving users the feeling they were actively using the Focus themselves.
AR Filters
We extended the world of Horizon Forbidden West into the real world with two sets of engaging AR filters. One set allowed users to place iconic machines from the game into their own environments, while the other transformed users into Aloy, equipping them with the Focus device and bringing them into the game.
Art Director / Edi Loyola
Art Director / Liz Jamora
Animator / Yu Hsin Chang
Copy Director / Claire Bohnengel
Creative Director / John Whitlock