Role: Creative Director
In collaboration with CD Project Red, Twitter hosted the official launch party for Cyberpunk 2077 celebrating the people who had been waiting (and Tweeting) for 7 years for this day.
Our job was to create hype leading up to the event while cementing Twitter as the destination for gamers to gather, to influence, and participate in gaming culture.
We kicked off the hype train with a fan tribute video, celebrating people on Twitter who have influenced this game through their Tweets and creativity.
Once reached peak anticipation had been achieved, we surprised members of the Twitter gaming community with custom Cyberpunk 2077 gift boxes, hand delivered by actors dressed in cosplay driving 1977 Porsche 911s.
Numbers:
#1 Trend on Twitter
2.2 Million Relevant Cyberpunk 2077 Tweets
54.9 Million Video views across assets
Agency partner: Lord Danger
Creative partners: Clare Sandlund
Producers: Tina Avanessian, Grant Grafentin