We celebrated the ridiculous partnership of Mtn Dew and Call of Duty Modern Warfare by glorifying the nutty in-game shenanigans that fans of the two brands are known for. Our spots featured Mtn Dew twists on odd-ball gaming tactics inspired by key selling points for the new game: the return of the series’ iconic ghillie suit, and the new air-dropped tank reinforcement (and yes, you can crush someone with it).

I was the lead Art Director on the project and wrote both TVC scripts. My creative partner Emma Kolb and I wrote the creative idea and directly managed its manifestation through every stage of the process.

2.5 million promotional codes were redeemed and gamers played 7 million hours with the branded in-game content that the codes unlocked. That’s roughly 800 years (or 3.5 million generations of pet goldfish) of brand engagement.

• “Canmo” was shortlisted by the One Show in the crowded Film category.
• Both spots have won silver Addys for cinematography and VFX

Using a batch of leftover beta codes we crashed gaming tournaments and helped Dew capture the online launch excitement. We selectively “airdropped tanks” to attending influencers using the bluetooth airdrop feature. Each tank image came with a batch of codes that incentivized the influencers to share the image with their following.

100% of our codes were shared and redeemed. Some of them even tracked us down to give us a shout-out.