Brand Extension

To promote the launch of Killzone 3, we supported our television campaign featuring Vice President of the Planet, Kevin Butler, with what seemed like an ordinary childhood toy - with a little twist.

We mailed 500 individually numbered bags of toy army men to journalists, bloggers and key influencers across the country a few weeks before the launch of the game.

But instead of the classic green army men, each bag contained 10 Helghast soldiers and, somewhere deep inside, a lone ISA Marine, to give gamers a taste of the overwhelming odds they’re up against in Killzone 3.

Bloggers ate it up and the unpaid media impressions the pieces garnered far outweighed the cost of producing them. The giveaways became collector items, reselling on eBay.

Copywriter: Dan McCormack | Art Director: Scott Wilson / Elias Morales

Creative Director: Jason Elm / Mike Bryce

Sony Playstation: Sharpshooter & Killzone 3

During a :17-second lull between Volkswagen projects, my partner and I were given the opportunity to help out on Playstation. Then all hell broke loose on VW. Somewhere in the madness, we sweat out these spots starring “Vice President of the Planet”, Kevin Butler, for Playstation’s new “Sharpshooter” gun and Killzone 3 game.