UBISOFT: AMERICA’S ARMY TRUE SOLDIERS CAMPAIGN

For the release of America’s Army: True Soldiers (XBOX 360), Ubisoft faced significant challenges. The U.S. Army’s first official video game was already available as a free download for PC, so we needed to differentiate the Xbox platform through art direction and messaging. We also had to help it stand out from all the “imagined battle sequence” competitors on the shelves.

We developed an integrated campaign that included a photo shoot at the Ft. McClullan Marine Barracks in Alabama, along with two Silver Star-awarded Soldiers. We then created the America’s Army: True Soldiers logo, packaging - including composite illustration for pack art - print ad, tagline, online banners, video game trailer and microsite, all designed to present a more tactically realistic experience of what it means to be a U.S. Soldier.