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Amplify + Fortnite flip the format of anamorphic design to reimagine what a global game launch can be...
How do you celebrate and launch one of the most hotly anticipated game releases in years? You create an unmissable cultural moment that turns an audience of 300 million fans into a global hype machine…
Insight + Solution
Turning the world upside down
Fortnite's fanbase is a hyper-engaged community, constantly trawling the web for clues to the ever-evolving beta world of Fortnite. These clues perpetuate a hype machine of rumours that are constantly discussed, shared and argued between players and gaming influencers globally.
We built a global campaign that transformed a globally trending cultural moment into an authentic and interactive fan experience that would fuel the Fortnite hype machine. To do this, we reimagined what a gaming launch could look like by building a world where online experiences and real-world activations blended together to create a seamless narrative, teasing Fortnite's enormous fanbase globally and creating mass conversation and speculation online.
With Epic Games flipping the Fortnite island in-game and throwing all players out to sea for 17 hours, we set out to flip traditional media on its head and place clues about the new island around the globe.
#FortniteFlipped digitally scattered the eight letters of the iconic logo simultaneously in four anamorphic shows that spanned DOOH sites in New York, London, Tokyo and Stockholm.
With each of the anamorphic shows rendered in Unreal Engine - the same graphic engine powering the world of Fortnite - we were able to flip the narrative of 3D OOH, using each location to tease the easter eggs informing players what the new island would hold.
Replicating environmental gameplay including ice and thunder, as well as showcasing new characters like Spider-Man, we created shows that slowly evolved in front of fan’s eyes.
Each location was tactically seeded to some of Fortnite's top influencers including Ali A, Hey Stan and FaZe Nate Hill, who in the craziness of the game going offline started to post images and videos of the locations on their socials and their Twitch livestreams fuelling the hype machine.