Activision — Future is Black

In the Near Future Of War in Los Angeles 2025, enter the 21st Century Cold War where technology and weapons have converged to create a new generation of warfare in the world. 

After nine iterations, gamers thought they’d seen everything Call of Duty had to offer. So we positioned Call of Duty: Black Ops II as a game full of innovation, rewriting the game launch playbook with a six-month story of near-future warfare and weaponry. First, we put a future weapon in the hands of YouTube hero FPSRussia. Then we hijacked an NBA playoff game with a chilling, category-breaking documentary and finally created an app with Bad Robot to showcase future weapons.

Everything culminated in a global launch campaign featuring a surprising cast of gamer icons. 

Within weeks after the update launched, the app reached the “What’s Hot” list on iTunes. The app generated numerous shares of #CODFX videos online and it won Apple’s App of the Year.

We broke our own previous record of the biggest entertainment launch of the year with 1 billion in sales in 15 days. All of our content got over 35 million views in a month. Our FPS Russia teaser was viewed 35 million with no paid media. Within 24 hours of our Documentary Film going live, 5 out of the top 10 US trending topics on Twitter were related to Call of Duty: Black Ops II.


D&AD, Webby People's Voice, Cannes Shortlist, iPhone App of the Year, Creativity Editor's Pick of the Day


Geo Panch is a creative art director based in Los Angeles — CA.

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