After years of development and rabid online hype, the anticipation for Cyberpunk 2077 was at a fever pitch. But while core fans were ready to jack in, we needed a campaign that would make the game unmissable for everyone.
Our platform Night City Changes Every Body techno-birthed a series of tv spots that explored the dark decadence of Night City – and the transformative promise at the core of the game.
But we still needed a way in for the public, an anarchic spirit guide that reflected how effortlessly cool and badass that game could be. Enter Mister Keanu Reeves. With him woven throughout, we created three main tv spots.
Along with the spots we developed a launch program built to make CP2077 unmissable. Based on amplifying the presence of the game’s existing brand identity, we called the program Paint It Yellow. It helped to propagate the game’s signature look in ways both subtle and bold, and helped the game feel like it was everywhere.
