Activision – Call of Duty MWII launch
To celebrate the launch of Call of Duty: Modern Warfare II, we played into the ultimate MWII weapon by assembling world-class teams to compete in a knockout tournament. Top tier tech media and influencers were invited, giving details of a secret, underworld fight-night.
On arrival, to gain access to our post-apocalyptic venue, guests stepped through unsuspecting wooden panelling on street level, navigated a maze of semi-constructed rooms and descended make-shift, creaking metal staircases before emerging into the concrete belly of our four storey theatre, at the bottom of which they could see an MMA-style cage.
En-route to the bottom, Interactions with actors playing the roles of various shady figures and soldiers of fortune reinforced the feeling that this was an exciting, yet dangerous place to be. The teams of celeb and influencer gamers battled it out until there was only one left standing. An awe inspiring night, worthy of the launch of such a groundbreaking game.