Digital Launch Campaign
Challenge
Anticipation was high for this newest edition to the Rainbow Six franchise. In addition to capturing new players, we needed a campaign that wouldn't isolate the already robust fanbase of Rainbow Six Siege.
Solution
We focused on showcasing Extraction as the newest AAA game all your friends were going to play. We tapped into what made the Rainbow Six franchise popular in the first place- playing with your friends.
Tagline & Hashtag
The main differentiator between Extraction and Siege was that rather than a PvP experience, it was cooperative PvE with a team of 3 players supporting each other against an alien enemy. The idea that you have your buddies "six" and they have yours tied in with the positioning, and was a clever play on game jargon and the franchise name.
CG Countdown
With the launch of the Instagram channel, we created a CG countdown to build anticipation for the Ubisoft forward, where details of the game would be revealed. Each day, the alien entity would cover a little bit more of the number, and a new snippet of gameplay would be realeased, building anticipation.
Cinematic Trailer Character Teasers
We wanted to do something special to generate buzz and send people to the cinematic trailer on youtube, so we worked with a CG house, and the game voice actors, and developed a series of character teasers showing fan favorite operators being overtaken by the alien entity. The CTA being, follow my story and watch the trailer. Here are a couple examples:
Enemy Intel Social Series
The PvE gameplay style was a key unique selling point that set Rainbow Six Extraction apart from Siege. In this video series, we showcased the various enemy types, presenting them with a cohesive and visually engaging design to highlight this distinctive aspect of the game. Here are a couple examples from the series:
Map Reveal Social Series
The maps were highly anticipated by the fanbase, so we developed a capture-based social series to showcase each location. Designed with a cohesive visual style, the series celebrated the unique features of each map and fueled excitement among fans. Here are a couple examples from the series:
Character cards
A key differentiator of Rainbow Six Extraction is its focus on teams of three battling against PvE challenges. In this character series designed in line with the brand look, we showcased not only individual stats but also presented them in carousels of three, highlighting potential balanced team compositions and strategic synergies. Here is an example carousel:
Upgraded Ability Social Series
Players' favorite operators from Rainbow Six Siege had upgraded abilities to help bring a fresh twist to the gameplay. This series highlights gameplay and information, designed to be cohesive with the brand. Here is a couple examples:
Influencer Profile Pic Collaboration
In the times before social filters were commonplace, we worked with CG company that helped us identify the contours of faces in still photographs, and animate the goo growing across it like in game. This may seem commonplace now, but at the time it was pretty groundbreaking. We partnered with influencers who branded their social profiles with the updated picture.
Campaign Asset Design Support
Throughout the campaign, we provided design support for supplementary campaign materials. From updating existing graphics to meet client needs to developing new graphics like the below game scope infographic, we needed to follow the design guidelines precisely for a cohesive look.
My Role
As Art Director, my role included ideation of digital series concepts, art direction and hands on design work, copy support.
The Team
Jeff Earheart (Creative Director), Johnny Fornier (Editor) Jessica Muehlfeld (Jr. Art Director), Todd Iorio (Executive Producer), Josh Esquibel (ECD), Thomas Seris (CMO)
The Agency
Platform 2021