Backbone x Call of Duty
To celebrate one of the largest mobile games and a top title on Backbone, Backbone introduced limited-edition packaging featuring exclusive perks and tokens for Call of Duty players.
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I collaborated closely with the Activision team on key visual assets and approvals, while guiding our lead designer in developing a brand toolkit for the retail production team to create in-store displays. Additionally, I crafted a storyboard to support the launch and produced social and marketing assets to drive engagement and build awareness.
CREDIT
Company / Backbone
Retail production Agency / Russian Doll
Creative Director / Robin Marich
Producer / Andrew Henry
Lead designer / My Pham
For the launch of the campaign, I supplied our producer with a storyboard to create a visually impactful brand video that featured the key perk items we were offering with this partnership.
We developed a series of social assets to promote the partnership launch, strategically timed across key phases: building anticipation leading up to the drop, engaging audiences during the launch, and maintaining momentum afterward with competitions and ongoing social interaction.
We designed a distinctive packaging sleeve featuring the Call of Duty map and a smoke texture. Additionally, we developed a brand toolkit that our retail production team leveraged to create a range of retail displays for our distributors.
