Leading Darkness Into Legend.Leading Darkness Into Legend.Leading Darkness Into Legend.Leading Darkness Into Legend.Leading Darkness Into Legend.

FromSoftware Inc.

Leading Darkness Into Legend.

DARK SOULS III

AV Launch Trailer
AV Motion-Graphics
AV Pre-Order Trailer
Brand Strategy & Positioning
Brand Visual Identity
Digital Takeovers
Key Art
Live Events
Logos
Out-of-Home Creative

Dark Souls Franchise | Leading Darkness Into Legend.

Objective:

Create and execute a triple-A 360 campaign that embodies the game’s themes of darkness, finality, and legacy.

Deploy evolved Vis ID across strategic out-of-home placements and impactful digital activations to engage all audiences.

Generate anticipation through viral pre-order and launch trailers, and at major live industry events.

OOH Event

Effect:

Our 360 campaign helped Dark Souls III become the fastest-selling game in Bandai Namco history. Through strategic branding, captivating visuals, and dynamic digital and media placements, we transformed Dark Souls from a niche series to a global gaming phenomenon. Our campaign generated over 130 million digital impressions, cementing the franchise’s legacy as one of the most respected in gaming.

RESULTS

1M+

UNITS IN WEEK 1

Putting Audiences Face To Facehugger.Putting Audiences Face To Facehugger.Putting Audiences Face To Facehugger.Putting Audiences Face To Facehugger.Putting Audiences Face To Facehugger.

Pushing The Impossible Even Further.

DARK SOULS II

Brand Strategy & Positioning
Brand Visual Identity
Logos
Key Art
Packaging
Out-of-Home Creative
AV Motion Graphics

Objective:

Build upon the franchise’s core identity with a campaign that deepens engagement and highlights the expanded world. Evolve the sequel’s messaging with "GO BEYOND DEATH," challenging players to push beyond their limits. Increase market penetration with targeted elements that highlight its depth and complexity, expanding the audience.

RESULTS

1.5M

UNITS IN THE
FIRST 3 WEEKS

AWARD WINNING
CAMPAIGN

Transforming Difficulty Into Power.Transforming Difficulty Into Power.Transforming Difficulty Into Power.Transforming Difficulty Into Power.Transforming Difficulty Into Power.

Transforming Difficulty Into Power .

DARK SOULS

Brand Strategy & Positioning
Brand Visual Identity
Logos
Key Art
Packaging
Out-of-Home Creative
AV Motion Graphics

Objective:

Position the game as a must-play experience, leveraging visual identity and storytelling to engage and captivate players. Define Dark Souls as the benchmark for challenging, rewarding gameplay with our "PREPARE TO DIE" big idea. Establish the Soulslike genre through a strategic campaign that sets clear expectations and excites hardcore gamers.

RESULTS

TOP 10

SELLING TITLE IN
MONTH 1

Related Work

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Lies of P

Star Wars Outlaws™

OOH Event

Effect:

RESULTS

1M+

UNITS IN WEEK 1

Putting Audiences Face To Facehugger.Putting Audiences Face To Facehugger.Putting Audiences Face To Facehugger.Putting Audiences Face To Facehugger.Putting Audiences Face To Facehugger.

Pushing The Impossible Even Further.

DARK SOULS II

Brand Strategy & Positioning
Brand Visual Identity
Logos
Key Art
Packaging
Out-of-Home Creative
AV Motion Graphics

Objective:

RESULTS

1.5M

UNITS IN THE
FIRST 3 WEEKS

AWARD WINNING
CAMPAIGN

Transforming Difficulty Into Power.Transforming Difficulty Into Power.Transforming Difficulty Into Power.Transforming Difficulty Into Power.Transforming Difficulty Into Power.

Transforming Difficulty Into Power .

DARK SOULS

Brand Strategy & Positioning
Brand Visual Identity
Logos
Key Art
Packaging
Out-of-Home Creative
AV Motion Graphics

Objective:

RESULTS

TOP 10

SELLING TITLE IN
MONTH 1

Leading Darkness Into Legend.Leading Darkness Into Legend.Leading Darkness Into Legend.Leading Darkness Into Legend.Leading Darkness Into Legend.

Leading Darkness Into Legend.Leading Darkness Into Legend.Leading Darkness Into Legend.Leading Darkness Into Legend.Leading Darkness Into Legend.