Features Overview
Agency: Reuben Feels
Client: Microsoft / Capcom
Role: Creative Director
A transmedia campaign to launch the latest in Capcom’s massively popular zombie franchise, Resident Evil: Operation Raccoon City.
The brief was simple: Bring the world of Resident Evil to life with an immersive campaign, culminating in a launch event for the press and key social influencers.
Digital Launch
An in-Universe website was launched allowing fans to register to become part of the sinister Umbrella Corporation – traditionally the series’ villains, playable for the first time in Operation Raccoon City.
AR App
Simultaneously, an AR app was launched, allowing fans to fight off the zombie hordes from the comfort of their own homes. A GPS component led players on a London-wide treasure hunt for clues to the location of the upcoming launch event.
Exclusive Digital Content
Fans received video messages from characters from the game (written, shot and directed by us), as well as exclusive content such as gameplay footage, trailers, and pre-order bonuses.