AGENCY
Psyop
Gerry Graf, Founder / CCO
Scott Minniear, Writer
Jeff Benjamin, ECD
Sara Kaster, Chief Operating Officer
Richard Langhorne, Copywriter
Josh Morse, Head of Integrated Production
Zack Madrigal, Art Director
William Herrick, Producer
Matty Smith, Copywriter
cameron farrell, Executive Producer
Owen Weeks, Copywriter / Creative Technologist
Andra Gould, Producer (Social)
Mike Divine, Art Director (Social)
Mike Andreozzi, Account Director
Corey Thomas, Designer
Matt Slamowitz, Editor (social)
Elena Woznick, Designer
Quinn Morrissey, Strategist
Helene Dick, Strategist
SUMMARY
After five years, we needed to keep gamers excited. Working side-by-side with the game team, we designed a month-long story with tentpole moments for mass awareness and sustained daily beats for hyper-involved fans. We synchronized our storytelling between two key channels: activities unfolding live in-game, and interactive out-of-game content revolving around the Builder’s adventure. The Builder’s journey used that magic to incredible ends with 56 million players logging in, game participation spiking 67%, 500,000 visitors to worldwide experiences, 187 million views on two YouTube videos and 4.1 million AR videos.
