French video game studio, Don’t Nod, is about to launch new game, Lost Records: Bloom & Rage, this month. It builds on the success of previous release, Life is Strange, following four high school girls who forge an unbreakable bond during the summer of 1995—until a life-altering event tears them apart. Twenty-seven years later, they reunite to confront their past in a narrative-driven adventure combining deep emotional storytelling.
From November to December, gaming and entertainment agency, Biborg, began building curiosity, teasing the enigma of The Abyss—an unexplained force featured in the game’s trailer that shapes its narrative. Biborg created a series of assets designed to generate speculation, including teasers filled with glitches in both the creative and copy on Instagram and TikTok.
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The agency also shared a 1995 Wrapped carousel on Instagram, inspired by Spotify’s year-end Wrapped campaign, reimagining it through the lens of Lost Records with nostalgic in-game moments.
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In January, the campaign shifted its focus, emphasising the game’s storytelling and relatability with its characters. Music took centre stage, with the reveal of the soundtrack on TikTok featuring See You in Hell, the official song by Nora Kelly, and a call inviting fans to reveal of the soundtrack on TikTok.
The campaign delivered over 30 original pieces of content a month on Instagram,TikTok, and X. As the launch date approached, the social media campaign evolved again to lighter, more shareable content designed to build real anticipation among players. Each format was carefully crafted to reveal exclusive assets – concept art, in-game visuals, or artistic direction – in a fresh and engaging way. New content will continue until April 15, the launch date.
“We’re incredibly proud to have been part of the launch campaign for Lost Records: Bloom & Rage alongside Don’t Nod’s social media team. Our collaboration quickly felt like a perfect match, and the creative back-and-forth between our teams led to unique, original content that resonated strongly with the community, driving exceptional engagement,” stated Kaïs Ali Benali, chief business officer at Biborg.
Explore the launch build-up:
- Which XX are you?
- Gamer style
- Spotify 1995 Wrapped
- D-7 – Imagine Talking…
- D-3 – Bucket List
- D-2 – Your ticket to doing nothing but playing
- D-1 – 1995 is calling. Are you ready?
TikTok
Credits:
Client: Don’t Nod
Client Team: Sophie Lance & Anne Chantreau
Agency: Biborg
Agency Contact: Kais Ali Benali
Project Manager: Marion Obitz
Lead Concept: Thomas Purbeck
Social Creative: Pauline Rohrbach & Céline Zhu
Lead Planner: Lory Martignoles
Senior Art Director: Quitterie Baudet
Art & Video: Vincent Brochard
