CASTING A SPELL OF REINVENTION
A one-of-a-kind gameplay experience cloaked in the seemingly familiar world of dragons, knights, and magic, DRAGON’S DOGMA presented a unique challenge for PETROL. The space of open-world fantasy RPGs is a vast one, populated with many IPs that share a similar aesthetic. Our job was to communicate that point of differentiation as concisely and compellingly as possible to help set apart DRAGON’S DOGMA from the fray and ultimately drive sales. Through a fully integrated, holistic campaign that included a massive social media push, interactive apps, original animated videos, key art, and packaging, we pushed the boundaries of the genre and demanded consumers recognize a new IP.