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DEW / COD
The Shadows Within

Created at: Firstborn
Client: Mountain Dew
Role: Art Direction / ACD

Year: 2015

For the second consecutive year, I have had the privilege to share efforts with this super talented team at Firstborn to build a multiplatform digital hub for Mountain Dew’s biggest promotion of the year.

As users entered codes and unlocked 2XP in Call of Duty: Black Ops III Zombies mode, they were also treated to an exclusive cinematic experience. Firstborn created exclusive content, exploring the backstories of Zombies mode characters.

Users were invited to use their webcams to put their photos into scenes from the world of Call of Duty—weaving them into the Zombies’ backstory and delivering a personalized, shareable media experience.

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Gamers want rewards and more Call of Duty content, so we created a program that fulfills
their needs while increasing in-game engagement, brand awareness, and sales.
 

Rewards  +  Content

01. Buy Products       02. Enter Codes       03. Collect 2XP       04. Unlock Episodes

In-Game Engagement  +  Brand Awereness  +  Sales

CASE STUDY VIDEO

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We collaborated with the game's developers to create exclusive content that explores the backstories of COD: Black Ops III Zombies mode characters.

THE BOXER

THE DETECTIVE

THE FEMME FATALE

THE MAGICIAN

Executive Creative Director
Dave Snyder

Creative Director
Flavio Vidigal


Associate Creative Director
Bruno Perotto


Lead Copywriter
Sam Isenstein

Designers
Thomas Briggs
Julien Perriere
Audrey Turquand


Executive Producer
Seth Tabor


Senior Producer
Jillian Likens

Creative Director (GFX)
Jonathan Kim

Motion GFX Director

Michal Z. Kuzmich


Lead VFX Artist
Bruno Ferrari


VFX Artists
Jay Harwood
Mike Bourbeau

Motion GFX Artists 
Rachael Goeun Park
Erica Hu


Film Editor
Zeshawn Ali

Program Manager
Katie Leo

Executive Producer
Chris Grey

Lead Producer
Andrew Schlanger


Producer
Jen Chackman 


Tech Director
Chuck Masucci


Creative Developers
Hector Arellano
Thomas Ansart
Abril Alvares

Back-End Developers
Daniel Mejido
Shawn Woodford