Respawn
Brand Platform
Gamers chase the rush of feelings that only come from being immersed. In partnership with Razer, Respawn created a new product - gum and mints for gamers - then asking us to launch their brand. What started as a product campaign quickly became a quest to pioneer a new way of building brands designed to be audience and community first.
Partnering with diverse gamers and streamers across genres, we sat down together to share some of their favourite moments in gaming - to then recreate them in Unreal Engine. Through a scrappy process we cracked the code on what it truly means to show up for gamers by gamers. This is just the first level.
Pre pro meant getting high tech, with AI and Unreal Engine, and also low-tech, sketching out battle maps.
Beyond these initial spots, we thought through extending the campaign in paid digital, OOH, partnerships, product activation, and many more un-lockable items.
Critical Mass - 2025
Tyler Wong - Associate Creative Director
Andrew Lavery - VP ECD / Jen Dorman - ECD / Eric Jorgenson - Creative Director / Myrrha Boné - Senior Designer / Stefeni Tormanen - Producer