Resident Evil Requiem - Launch Campaign

Capcom trusted us to support the European launch of Resident Evil Requiem, the ninth main instalment of the legendary franchise and one of the most anticipated games of the year. Our mission was to progressively install a climate of tension across eight EMEA markets, introducing both long-time fans and a new generation of players to the game’s renewed vision of horror.
Our challenge was clear: design a campaign that would unfold organically, evolving with each pre-order phase. From establishing pure fear in October with the introduction of new protagonist Grace, to capitalizing on The Game Awards momentum to reveal the awaited return of Leon, we carefully orchestrated the tension, pivoting from pure terror to action-packed gameplay as the launch approached.
We extended this nightmare across a vast mix of physical and digital touchpoints: large-scale out-of-home activations on buses and tramways, high-impact homepage takeovers, cinematic pre-rolls, and native social executions on TikTok and Reddit. Connected TV became a central pillar, partnering with Samsung, Netflix, Prime Video, and Twitch to deliver the game's terrifying atmosphere directly into players' living rooms.
The result was a monumental launch supported by over 1,000 creative assets. By ensuring the horror was inescapable both outdoors and online, we helped Resident Evil Requiem achieve the best launch in franchise history, securing the highest Metacritic score to date and reaching 344,000 simultaneous players on Steam.