Predator is a sub-brand of Acer focusing on high performance gaming devices. This Disruption Campaign was a global campaign seen across the United States, Moscow, Thailand and beyond. It focused on the insight that Predator creates a hyper-real experience that blurs the line between reality and the gaming world. I was tasked with bringing that concept, labeled “glitching”, into a visual form that would translate over video, print, digital, typography, and animation. I worked with motion designers, copy writers, the strategy team, and my creative director to bring the vision below together. You will find 5 original characters we brought to life throughout the campaign working with a special effects company. The characters are based on standard gaming archetypes that we were able to show in a visual and captivating way.
Display placements have driven over 73,000,000 impressions. Clicks to the website driven by display efforts were over 30,000. This is significant as the gaming audience are notorious ad blockers. YouTube video views one week in were over 3,000,000 with view-thru rate exceeding 25%. On social, there was some impressive performances with over 9,500,000 impressions on Facebook alone.
Here are some images from the original ideation of the characters formed for this campaign. Most gaming archetypes are based on abilities, so the challenge was adjusting those to focus on physical traits to better separate our characters. You'll see five over arching archetypes we created which all characters can be funneled into.
A big part of this campaign is the videos which tell the bigger campaign story. Each character was matched with a product which has features reflected in the character we created. I worked with a script writer to help create these stories which merge the glitch concept, the product features, and how Predator links the two. You can see below the early storyboards for some of the videos, many of which stayed pretty close. This anthem campaign video introduces many of the characters and gives a good feel for each character.
The single character videos allowed for a bigger story line and also a deeper dive into each character and their skills and abilities.
MORE THAN A VIDEO
You'll find many of the exports and visuals which were used for a variety of exports. This includes a big social impact, website imagery, as well as some other extras we were able to create for Predator.