Bethesda Softworks turned to PETROL to take Legendary Producer Shinji Mikami’s franchise in an entirely new direction that reinvented what survival horror could be. Team PETROL took the high road by holding back on the gore and exploitation to garner a broader audience for the horror genre. We developed a signature look based on the in-game universe’s use of psychoplasm that we then built out into two trailers, a digital and social asset suite and, in a first for Bethesda, an influencer campaign to promote the launch of the game.
Brand Strategy, AV Trailer, Event Creative, Gameplay Trailer, Logo, Key Art, Digital, Social Media, 3D Development
Horror for a New Age
How do you reinvent horror? That was the question Bethesda Softworks posed to PETROL and it’s one we definitively answered in this campaign.
We put the protagonist front and center in with unexpectedly high contrast aesthetics that begged questions about what lay beneath.
Building to a Crescendo
In cinema, Horror retains its power best when the audience knows less about the scares and we took that mantra to heart in every execution.
Standing Out of the Shadows
No matter the placement, our approach ensured that nothing on the market would feel quite like our campaign.
Additional Key Visuals breathed life into the antagonists of the narrative.
Crafting Desire through Mystery
In our Key Visuals, Trailers, Social Content, Out of Home and even Influencer campaigns, we focused on delivering a very tailored experience that forced audiences to purchase and dive in to find out more.
A Disrupting 360 Launch
The project launched to great accolades and once again proved that Shinji Mikami is the master of gaming horror.