Backbone x Kojima Productions
Backbone released a limited-edition Death Stranding colorway in collaboration with Kojima Productions. The launch coincided with the announcement of the iPhone 15 and the debut of Death Stranding during the Apple Keynote, where Backbone was showcased as the featured controller.
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My contributions included defining the campaign's visual tone and style, developing a comprehensive shot list for the photoshoot, storyboarding the launch video, and creating social assets to build anticipation for the product. These assets were utilized across social media, email campaigns, and marketing materials to drive engagement and awareness. I also worked with the team at Apple to supply the necessary assets for their Death Stranding announcement in their keynote presentation.
CREDITS
Company / Backbone
Photographer / Chris Ott
Creative Director / Robin Marich
Design support / My Pham
Producer / Andrew Henry
Industrial design / Backbone internal team
To amplify the campaign, I collaborated with our producer to create a brand video for the launch of this unique colorway. Initially uncertain about incorporating the Death Stranding trailer, we integrated key elements into our video. We shared the final version with Hideo Kojima, who approved it and featured it on his own social channels, further boosting its reach.
We took part in a small gaming conference in Japan, equipping cosplayers with Backbones to use while exploring the event and gaming on the go. To support the Kojima team, we provided stickers, swag, posters, and other materials, enhancing their display and giving players the opportunity to experience Death Stranding on Backbone.
I developed the shot list and art-directed the photography, ensuring it captured the key visuals and features we wanted to call out throughout the campaign.
I also created a series of short vignettes that were used on our social media accounts to tease out the launch of the product and announce our partnership with Kojima Productions.
