Truly Multi-Platform Storytelling
This video was the start of a pre-launch campaign to build awareness and excitement for the game, and serves as an excellent example of the complexity of both the whole game itself, and the variety of creative and production tasks Andrea Phillips performed over the course of the project.
Blank spots in the video were filled in over time with more dates and newspaper names. Each newspaper ran a classified or display ad with a piece of a fictional news article. The campaign culminated in the launch of a fictional news site, creating a persistent virtual world in which much of the campaign unfolded.
Andrea wrote and recorded the voiceover for the pregame video, planned and purchased the media buys, designed the actual ads, and wrote the majority of the copy for the site this campaign launched, the Perplex City Sentinel, over the two years that it was live.