PETROL is honored to have worked on crafting the look of the biggest entertainment launch in history. From inception, to execution, to worldwide phenomenon, PETROL and Activision were on the front lines, bringing the 21st century soldier to life like never before.
For CALL OF DUTY: MODERN WARFARE 3, PETROL developed a distinctly modern aesthetic to mirror the game’s cutting-edge technology.
To represent modern warfare, PETROL introduced high-tech elements into the CALL OF DUTY logo to make MW3 feel like a distinctly 21st century offering.
Nothing gets hardcore gamers pumped up like the Hardened Edition. In developing the look and feel for this special edition, PETROL sought to own the signature green while maintaining a premium, high-end aesthetic. Our partnership with Infinity Ward and Activision has been deepened by developing the most hardened offer yet. It’s rare when a manual wins an award, not to mention a gold from MI6. By partnering with Activision’s writers, we created an entirely hand drawn and written manual. The concept of living in the mind of Soap and having his journal be a living, breathing guide to the fiction proved to be a massive fan hit.
PETROL created territory-specific key art to bring MW3 home to four global territories. This strategy was key to making the launch feel like a truly global event.
MW3’s DLC program is like nothing else available for a FPS hungry audience. PETROL’s strategy was to speak to the core and leave nothing to the imagination. Playing in an unfinished high-rise or a downed Air Force One proved to be an incredible experience as well as marketing tool.
PETROL concepted and designed an exclusive two-sided poster to promote pre-order sales for MW3 at GameStop. Time Magazine allowed a fake cover to be made for promotional purposes for the first time with this initiative. PETROL worked closely with Infinity Ward to develop just the right content to capture a world “on the brink.”
