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.

To truly make this feel like a global phenomenon, we created bespoke European versions to celebrate unique gamer tropes and squads from across the world. UK Trailer — France Trailer.

We also amplified the launch with over 450 OOH placements worldwide.

Once the historic launch had pulled COD fans all over the world together once again, we dropped the trailer for the upcoming first DLC extension of the game: The Resistance.

To bring this idea to life, we needed to capture the spirit of the resistance fighters: secretive at all costs. They might've been outnumbered and out-gunned, but staying one step ahead of the enemy evened the playing field. Just look up the stories of Simone Segouin… your jaw will drop.

Throughout the spot we hid clues for gamers to find that would unlock rare in-game content. We used authentic WWII communication methods, like morse code and Navajo, to make viewers work for their reward.