The initial brief for this project came in the form of a banner ad request. But knowing how highly anticipated the launch of this episodic, psychologically thrilling game was to the more mature, intelligent gaming set – we knew we needed to deliver something more than that. So we thought beyond OLA’s and created a unique out-of-home campaign that captured the eerie spirit and faceless villain of the game – darkness.
Awarded: Applied Arts Advertising, Marketing Award, Coupe Magazine, Ads of the World - Selection of the Month.
Using backlit transit shelters and a special kind of ink, we created ads that were seemingly normal during the day then turned deadly at night - just like the eerie Twin-Peaks like town of Brighton Falls the Alan Wake game is set in.
A sun powered board that pointed to 'dead' once the sun had set.
Because light is the ultimate weapon against evil in the game, we created a glass transit shelter with a flashlight inside Copy: In case of psychotic lumberjack break glass
The series of outdoor and digital posters we created to poignantly capture the overall premise of the game – Dark is deadly.
Entire campaign art-directed by the talented Arron Isaac & Ben Playford
Creative directed by Scott Couture & Gary Lennox | ECD Sean Davison
Posters created by Milan Italy photography duo LSD
