In 2017, Call of Duty was returning to its historic WWII roots.
Its global fanbase had fractured. Some fans were still playing titles from years ago, others had given up the controllers completely for the responsibilities of adult life. Both Activision and the CoD community desperately wanted something worthy of reuniting tens of millions of gamers under a single title.
We decided to give up the explosions and celebrity cameos for a more relatable creative route, showcasing the global reunion tour of friends getting their squads back together for the Call of Duty title they've been waiting for.