The soldiers in CALL OF DUTY: BLACK OPS move in secret. For these men, there are no photo-ops with the President, no heroes’ welcome when they come home. PETROL’s challenge was to capture these phantom soldiers with one compelling visual, bringing emotional context to the biggest first-person-shooter to date.
“Sitting Bull’s” journey began in the photo studio in our Burbank offices and ended on shelves and bedroom walls all over the world, making him the most famous covert soldier of all time. Not using the game to sell the game…now that’s a new kind of marketing warfare.
Finding a new logo design that communicates an upgrade for a year-over-year offering without reinventing it is a challenge. But PETROL’s dedication to the process produced over 50 executions until we found the happiest medium.
The DLC packs continue to destroy the competition. PETROL’s campaign is used both in-store and online to keep the enlistment high and the competition intense. Zombies, zombies, zombies…our fans can’t get enough.
For the renders, PETROL created a global asset bank that was used from East to West to take advantage of the swelling buzz about CALL OF DUTY: BLACK OPS. Our team created moments that were targeted at the core and the mass shooter fans. What happens when Sitting Bull stands up? This.
After the success of CALL OF DUTY: BLACK OPS, PETROL assembled a hardbound art book from all the previously produced artwork that would’ve sadly gone unseen.
To find the perfect icon for CALL OF DUTY: BLACK OPS was a battle in its own right. PETROL worked closely with Treyarch to create the minimal, yet iconic, skull icon used in the Hardened Edition.
PETROL, Activision and Treyarch teamed up to proudly announce to the world that results speak louder than words. Sitting Bull’s last commercial appearance set a new standard of visual identity in the FPS landscape. Having the support of Activision and Treyarch enabled us to use this iconic imagery from announcement to celebration stages of the campaign.
