Online games a big business and games launches are “anticipated” with ever more creative campaigns.
Experience agency, Biborg, won the digital communication strategy for the launch of one of Capcom’s Monster Hunter: World, which was officially released worldwide on January 26. The Monster Hunter series is one of Capcom’s biggest flagship franchises with 40 million units sold since 2004.
And the agency created a campaign that is as much fun as the game. Note: this was important. The aim of the campaign was to make the game more accessible and appeal to a more mainstream audience.
So rather than the tried-and-true trailer, the agency created a series of mockumentaries.
Biborg collaborated with Capcom Europe’s teams to produce three mockumentary episodes featuring players from around the world as they share some of their most incredible multiplayer hunting stories.
Because who better than the fans to express how it feels to play Monster Hunter?
Biborg selected six (hugely engaging) ambassadors from all over the world to tell their stories and show veterans and newcomers alike how it feels to enjoy the ultimate hunting experience.
Kais Ali Benali, UK Business Director & Partner at Biborg: “The Hunting Season videos have been created to appeal to a more mainstream audience who aren’t already familiar with the franchise. We wanted to give this audience a reason to play the game without disregarding the hardcore Monster Hunter fan base, of course. All the gameplay footage was captured with the intention of reflecting each characters’ personality and playstyle. We are extremely proud to have worked hand in hand with Capcom throughout the entire project and love the different perspectives brought by these three episodes on the overall campaign.”
Biborg worked with W2P production studio to create the mockumentaries and Stereoplane for the final audio mix.
All three episodes were released on Capcom’s UK channels on the game’s launch day and published on the PlayStation EU’s YouTube page.
Biborg also produced all the European display assets for this campaign.
Episode 1 – Setting Forth
Episode 2 – Strength in numbers
Episode 3 – Fighting with style
Credits :
Creative Agency: Biborg
Business Director: Kais Ali Benali
Account Manager: Sergio Nieves
Creative Copywriter: Thomas Purbeck
Lead Motion Designer: Remi Cabarrou
Film Director: Joseph Darosa
CEO: Bruno Luriot
Production Studio: W2P
Sound Design: Stereoplane
Client: Capcom
Brand Marketing Manager: Marina Koh
Marketing Director: Antoine Molant
Community Manager: Joshua Dahdrai
Episode 3 – Fighting with style
Credits :
Campaign: Monster Hunter World
Ad Creative Agency: Biborg
Business Director: Kais Ali Benali
Account Manager: Sergio Nieves
Creative Copywriter: Thomas Purbeck
Lead Motion Designer: Remi Cabarrou
Film Director: Joseph Darosa
CEO: Bruno Luriot
Production Studio: W2P
Sound Design: Stereoplane
Client: Capcom
Brand Marketing Manager: Marina Koh
Marketing Director: Antoine Molant
Community Manager: Joshua Dahdrai
