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\n

Pour soutenir le lancement mondial de Game of Thrones : Legends, Zynga s'est associé à nous pour développer une campagne créative évolutive qui permettrait de présenter le RPG mobile à la fois aux fans inconditionnels de la franchise HBO et à un public plus large de joueurs sur mobile.

Le défi ? Mettre en valeur la richesse narrative du jeu, sa licence officielle et son gameplay stratégique, tout en le différenciant clairement des jeux de casse-tête traditionnels de type « match-3 ».

\n\n\n\n
\"\"
\n\n\n\n

Puisant notre inspiration dans le langage visuel emblématique de Game of Thrones et de House of the Dragon, nous avons développé une plateforme créative ancrée dans l'univers authentique de la franchise, combinant des graphiques animés, de l'animation et de la narration axée sur les personnages afin de renforcer le caractère cinématographique du jeu.

Puis, au cours d'une campagne initiale de six mois, nous avons produit 141 éléments créatifs comprenant des bandes-annonces de préinscription et de lancement, des vidéos en prises de vues réelles, du contenu pour les médias sociaux et du marketing permanent, établissant un récit qui positionnait les joueurs comme les défenseurs de Westeros.

\n
\n",[171],{"blockName":172,"attrs":173,"innerHtml":174,"innerBlocks":175},"core/column",{"id":22,"tagName":168},"\n

Pour soutenir le lancement mondial de Game of Thrones : Legends, Zynga s'est associé à nous pour développer une campagne créative évolutive qui permettrait de présenter le RPG mobile à la fois aux fans inconditionnels de la franchise HBO et à un public plus large de joueurs sur mobile.

Le défi ? Mettre en valeur la richesse narrative du jeu, sa licence officielle et son gameplay stratégique, tout en le différenciant clairement des jeux de casse-tête traditionnels de type « match-3 ».

\n\n\n\n
\"\"
\n\n\n\n

Puisant notre inspiration dans le langage visuel emblématique de Game of Thrones et de House of the Dragon, nous avons développé une plateforme créative ancrée dans l'univers authentique de la franchise, combinant des graphiques animés, de l'animation et de la narration axée sur les personnages afin de renforcer le caractère cinématographique du jeu.

Puis, au cours d'une campagne initiale de six mois, nous avons produit 141 éléments créatifs comprenant des bandes-annonces de préinscription et de lancement, des vidéos en prises de vues réelles, du contenu pour les médias sociaux et du marketing permanent, établissant un récit qui positionnait les joueurs comme les défenseurs de Westeros.

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Le défi ? Mettre en valeur la richesse narrative du jeu, sa licence officielle et son gameplay stratégique, tout en le différenciant clairement des jeux de casse-tête traditionnels de type « match-3 ».","h3",{"blockName":93,"attrs":182,"innerHtml":185,"embed":186},{"alt":50,"caption":22,"href":22,"id":22,"isDecorative":90,"linkClass":22,"linkDestination":95,"linkTarget":22,"rel":22,"sizeSlug":183,"tagName":97,"title":22,"url":184},"large","https://api.freeanimal.com/wp-content/uploads/2026/08/GOT_Keyart-1024x538.jpg","\"\"",{"id":187,"src":188,"width":144,"height":145,"alt":50,"caption":50,"title":189,"description":50,"mimeType":105,"html":190,"srcset":191,"sizes":192,"meta":193,"acf":223},4748,"https://api.freeanimal.com/wp-content/uploads/2026/08/GOT_Keyart.jpg","GOT_Keyart","\"\"","https://api.freeanimal.com/wp-content/uploads/2026/08/GOT_Keyart.jpg 1200w, https://api.freeanimal.com/wp-content/uploads/2026/08/GOT_Keyart-300x158.jpg 300w, https://api.freeanimal.com/wp-content/uploads/2026/08/GOT_Keyart-1024x538.jpg 1024w, https://api.freeanimal.com/wp-content/uploads/2026/08/GOT_Keyart-768x403.jpg 768w, https://api.freeanimal.com/wp-content/uploads/2026/08/GOT_Keyart-960x504.jpg 960w, https://api.freeanimal.com/wp-content/uploads/2026/08/GOT_Keyart-375x197.jpg 375w","(max-width: 1200px) 100vw, 1200px",{"width":144,"height":145,"file":194,"filesize":195,"sizes":196,"imageMeta":221},"2026/08/GOT_Keyart.jpg",77285,{"medium":197,"large":201,"thumbnail":205,"mediumLarge":208,"postThumbnail":212,"smallPreview":216,"mediumPreview":220},{"file":198,"width":115,"height":199,"mimeType":105,"filesize":200},"GOT_Keyart-300x158.jpg",158,10675,{"file":202,"width":120,"height":203,"mimeType":105,"filesize":204},"GOT_Keyart-1024x538.jpg",538,81408,{"file":206,"width":125,"height":125,"mimeType":105,"filesize":207},"GOT_Keyart-150x150.jpg",7134,{"file":209,"width":129,"height":210,"mimeType":105,"filesize":211},"GOT_Keyart-768x403.jpg",403,51593,{"file":213,"width":139,"height":214,"mimeType":105,"filesize":215},"GOT_Keyart-960x504.jpg",504,73132,{"file":217,"width":149,"height":218,"mimeType":105,"filesize":219},"GOT_Keyart-375x197.jpg",197,15584,{"file":213,"width":139,"height":214,"mimeType":105,"filesize":215},{"aperture":55,"credit":50,"camera":50,"caption":50,"createdTimestamp":55,"copyright":50,"focalLength":55,"iso":55,"shutterSpeed":55,"title":50,"orientation":55,"keywords":222},[],{"primaryColor":224,"blurhash":225},"#161a24","U684reXA00-oMvWAM{Rj00xt~WE3McV]%ht7",{"blockName":177,"attrs":227,"innerHtml":228},{"content":228,"id":22,"level":72,"tagName":180},"Puisant notre inspiration dans le langage visuel emblématique de Game of Thrones et de House of the Dragon, nous avons développé une plateforme créative ancrée dans l'univers authentique de la franchise, combinant des graphiques animés, de l'animation et de la narration axée sur les personnages afin de renforcer le caractère cinématographique du jeu.

Puis, au cours d'une campagne initiale de six mois, nous avons produit 141 éléments créatifs comprenant des bandes-annonces de préinscription et de lancement, des vidéos en prises de vues réelles, du contenu pour les médias sociaux et du marketing permanent, établissant un récit qui positionnait les joueurs comme les défenseurs de Westeros.",{"blockName":230,"attrs":231,"innerHtml":50},"core/spacer",{"height":232,"id":22,"tagName":168},"1px",{"blockName":234,"attrs":235,"innerHtml":50},"core/separator",{"id":22,"opacity":236,"tagName":237},"alpha-channel","hr",{"blockName":230,"attrs":239,"innerHtml":50},{"height":232,"id":22,"tagName":168},{"blockName":165,"attrs":241,"innerHtml":242,"innerBlocks":243},{"id":22,"isStackedOnMobile":167,"tagName":168},"\n
\n\n\n

Il était essentiel d'établir rapidement le concept narratif selon lequel le jeu existe indépendamment de l'histoire de la série télévisée. Nous avons créé une prophétie, en utilisant les visages et les voix des acteurs de la série, et l'avons associée à des animations sophistiquées représentant les gemmes à collectionner afin de démontrer le potentiel du gameplay tout en esquissant la narration cinématographique du jeu.

\n\n\n\n
\nhttps://vimeo.com/1214738447?share=copyu0026fl=svu0026fe=ci\n
\n
\n",[244],{"blockName":172,"attrs":245,"innerHtml":246,"innerBlocks":247},{"id":22,"tagName":168},"\n\n\n

Il était essentiel d'établir rapidement le concept narratif selon lequel le jeu existe indépendamment de l'histoire de la série télévisée. Nous avons créé une prophétie, en utilisant les visages et les voix des acteurs de la série, et l'avons associée à des animations sophistiquées représentant les gemmes à collectionner afin de démontrer le potentiel du gameplay tout en esquissant la narration cinématographique du jeu.

\n\n\n\n
\nhttps://vimeo.com/1214738447?share=copyu0026fl=svu0026fe=ci\n
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\nhttps://vimeo.com/1214738447?share=copyu0026fl=svu0026fe=ci\n
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\n\n\n
\"\"
\n\n\n\n

Lorsque HBO a investi les monuments emblématiques de New York pour promouvoir « The House of the Dragon » (voir l'impressionnant dragon gonflable ci-dessus), Zynga nous a offert une occasion unique : créer une installation au sommet de l'Empire State Building. Nous n'avions que quatre semaines pour concevoir, développer et réaliser cette installation.

\n
\n",[278],{"blockName":172,"attrs":279,"innerHtml":280,"innerBlocks":281},{"id":22,"tagName":168},"\n\n\n
\"\"
\n\n\n\n

Lorsque HBO a investi les monuments emblématiques de New York pour promouvoir « The House of the Dragon » (voir l'impressionnant dragon gonflable ci-dessus), Zynga nous a offert une occasion unique : créer une installation au sommet de l'Empire State Building. Nous n'avions que quatre semaines pour concevoir, développer et réaliser cette installation.

\n",[282,287,344],{"blockName":249,"attrs":283,"innerHtml":50,"acf":286},{"align":50,"data":284,"mode":254,"name":249},{"heading":285},"Massive Activation",{"heading":285},{"blockName":93,"attrs":288,"innerHtml":290,"embed":291},{"alt":50,"caption":22,"href":22,"id":22,"isDecorative":90,"linkClass":22,"linkDestination":95,"linkTarget":22,"rel":22,"sizeSlug":183,"tagName":97,"title":22,"url":289},"https://api.freeanimal.com/wp-content/uploads/2026/07/GameOfThrones_TowerActivation-819x1024.jpg","\"\"",{"id":292,"src":293,"width":294,"height":295,"alt":50,"caption":50,"title":296,"description":50,"mimeType":105,"html":297,"srcset":298,"sizes":299,"meta":300,"acf":341},4662,"https://api.freeanimal.com/wp-content/uploads/2026/07/GameOfThrones_TowerActivation.jpg",1638,2048,"GameOfThrones_TowerActivation","\"\"","https://api.freeanimal.com/wp-content/uploads/2026/07/GameOfThrones_TowerActivation.jpg 1638w, https://api.freeanimal.com/wp-content/uploads/2026/07/GameOfThrones_TowerActivation-240x300.jpg 240w, https://api.freeanimal.com/wp-content/uploads/2026/07/GameOfThrones_TowerActivation-819x1024.jpg 819w, https://api.freeanimal.com/wp-content/uploads/2026/07/GameOfThrones_TowerActivation-768x960.jpg 768w, https://api.freeanimal.com/wp-content/uploads/2026/07/GameOfThrones_TowerActivation-1229x1536.jpg 1229w, https://api.freeanimal.com/wp-content/uploads/2026/07/GameOfThrones_TowerActivation-432x540.jpg 432w, https://api.freeanimal.com/wp-content/uploads/2026/07/GameOfThrones_TowerActivation-375x469.jpg 375w, https://api.freeanimal.com/wp-content/uploads/2026/07/GameOfThrones_TowerActivation-960x1200.jpg 960w, https://api.freeanimal.com/wp-content/uploads/2026/07/GameOfThrones_TowerActivation-1280x1600.jpg 1280w","(max-width: 1638px) 100vw, 1638px",{"width":294,"height":295,"file":301,"filesize":302,"sizes":303,"imageMeta":339},"2026/07/GameOfThrones_TowerActivation.jpg",796751,{"medium":304,"large":308,"thumbnail":312,"mediumLarge":315,"1536X1536":318,"postThumbnail":322,"socialPreview":325,"smallPreview":328,"mediumPreview":332,"largePreview":335},{"file":305,"width":306,"height":115,"mimeType":105,"filesize":307},"GameOfThrones_TowerActivation-240x300.jpg",240,15629,{"file":309,"width":310,"height":120,"mimeType":105,"filesize":311},"GameOfThrones_TowerActivation-819x1024.jpg",819,117733,{"file":313,"width":125,"height":125,"mimeType":105,"filesize":314},"GameOfThrones_TowerActivation-150x150.jpg",8105,{"file":316,"width":129,"height":139,"mimeType":105,"filesize":317},"GameOfThrones_TowerActivation-768x960.jpg",105396,{"file":319,"width":320,"height":134,"mimeType":105,"filesize":321},"GameOfThrones_TowerActivation-1229x1536.jpg",1229,259446,{"file":323,"width":130,"height":140,"mimeType":105,"filesize":324},"GameOfThrones_TowerActivation-432x540.jpg",38726,{"file":326,"width":144,"height":145,"mimeType":105,"filesize":327},"GameOfThrones_TowerActivation-1200x630.jpg",107015,{"file":329,"width":149,"height":330,"mimeType":105,"filesize":331},"GameOfThrones_TowerActivation-375x469.jpg",469,30992,{"file":333,"width":139,"height":144,"mimeType":105,"filesize":334},"GameOfThrones_TowerActivation-960x1200.jpg",160926,{"file":336,"width":155,"height":337,"mimeType":105,"filesize":338},"GameOfThrones_TowerActivation-1280x1600.jpg",1600,281558,{"aperture":55,"credit":50,"camera":50,"caption":50,"createdTimestamp":55,"copyright":50,"focalLength":55,"iso":55,"shutterSpeed":55,"title":50,"orientation":55,"keywords":340},[],{"primaryColor":342,"blurhash":343},"#4d647c","UJ8X|Uo#RqogyZj]sDkCM{aejDWVofazWXj@",{"blockName":177,"attrs":345,"innerHtml":346},{"content":346,"id":22,"level":72,"tagName":180},"When HBO took over New York landmarks to promote The House of the Dragon (see awesome inflatable dragon above), Zynga approached us with an exciting opportunity to create an activation at the top of the Empire State Building. We had just 4 weeks to ideate, develop, and execute the activation.",{"blockName":230,"attrs":348,"innerHtml":50},{"height":269,"id":22,"tagName":168},{"blockName":165,"attrs":350,"innerHtml":351,"innerBlocks":352},{"id":22,"isStackedOnMobile":167,"tagName":168},"\n
\n

L'espace

\n\n\n\n

Notre objectif était de capter l'attention des 10 000 visiteurs quotidiens de l'Empire State Building en créant une expérience immersive et facilement partageable.

Nous avons transformé l'espace grâce à des portraits de personnages, des décors thématiques, des vinyles au sol et des bannières afin de créer un environnement cohérent et visuellement attrayant.

\n\n\n\n
\"\"
\n
\n",[353],{"blockName":172,"attrs":354,"innerHtml":355,"innerBlocks":356},{"id":22,"tagName":168},"\n

L'espace

\n\n\n\n

Notre objectif était de capter l'attention des 10 000 visiteurs quotidiens de l'Empire State Building en créant une expérience immersive et facilement partageable.

Nous avons transformé l'espace grâce à des portraits de personnages, des décors thématiques, des vinyles au sol et des bannières afin de créer un environnement cohérent et visuellement attrayant.

\n\n\n\n
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\n

Le Glambot

\n\n\n\n

L'expérience Glambot personnalisée visait à encourager une activité organique sur les médias sociaux. En publiant leurs vidéos Glambot avec des hashtags spécifiques, les visiteurs interagissaient avec la marque et participaient à un concours pour devenir un personnage du jeu, créant ainsi un lien fort entre le public et le jeu.

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Le Glambot

\n\n\n\n

L'expérience Glambot personnalisée visait à encourager une activité organique sur les médias sociaux. En publiant leurs vidéos Glambot avec des hashtags spécifiques, les visiteurs interagissaient avec la marque et participaient à un concours pour devenir un personnage du jeu, créant ainsi un lien fort entre le public et le jeu.

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Lorsque Zynga nous a présenté Game of Thrones: Legends, le jeu était complètement absent de TikTok. Notre mission ? Créer de toutes pièces une communauté de fans fidèles sur les médias sociaux, sans pour autant nous faire éliminer. Après avoir collaboré à des analyses concurrentielles et défini les profils de joueurs cibles, nous avons lancé une campagne intensive sur les médias sociaux pendant plusieurs mois, conçue pour saturer les fils d'actualité.

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Lorsque Zynga nous a présenté Game of Thrones: Legends, le jeu était complètement absent de TikTok. Notre mission ? Créer de toutes pièces une communauté de fans fidèles sur les médias sociaux, sans pour autant nous faire éliminer. Après avoir collaboré à des analyses concurrentielles et défini les profils de joueurs cibles, nous avons lancé une campagne intensive sur les médias sociaux pendant plusieurs mois, conçue pour saturer les fils d'actualité.

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Nous avons déployé plus de 5 contenus par semaine à travers 9 microcampagnes distinctes, assurant une présence constante de Westeros dans les fils d'actualité de notre audience. Afin d'éviter la fatigue, nous avons effectué des tests A/B et introduit de nouveaux formats afin de maintenir l'intérêt des internautes occasionnels. Et en exploitant en permanence les données de rendement en temps réel pour affiner nos approches créatives, nous avons transformé une page blanche en une présence sociale florissante, digne du Trône de Fer.

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\nhttps://vimeo.com/1215940430?share=copy&fl=sv&fe=ci\n
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Nous avons déployé plus de 5 contenus par semaine à travers 9 microcampagnes distinctes, assurant une présence constante de Westeros dans les fils d'actualité de notre audience. Afin d'éviter la fatigue, nous avons effectué des tests A/B et introduit de nouveaux formats afin de maintenir l'intérêt des internautes occasionnels. Et en exploitant en permanence les données de rendement en temps réel pour affiner nos approches créatives, nous avons transformé une page blanche en une présence sociale florissante, digne du Trône de Fer.

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Pour le lancement du jeu de rôle et de réflexion mobile de Zynga, nous avons mis de l'avant son atout majeur : la possibilité d'invoquer des personnages issus des univers de Game of Thrones et de House of the Dragons pour se battre pour votre maison, avec une authenticité cinématographique.

En collaborant avec Kit Harington, nous avons joué avec les facettes de sa personnalité à l'écran et hors écran : le héros ténébreux et l'acteur incapable d'échapper à son rôle le plus célèbre.

En étroite collaboration avec l'éditeur, le concédant de licence et les talents, du scénario à la réalisation, la bande-annonce a su allier émotion dramatique et charme référentiel, accueillant le retour de Kit dans l'univers de GoT pour ravir les fans et accroître la notoriété du film.

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\nhttps://vimeo.com/1214443384?share=copyu0026fl=svu0026fe=ci\n
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Pour le lancement du jeu de rôle et de réflexion mobile de Zynga, nous avons mis de l'avant son atout majeur : la possibilité d'invoquer des personnages issus des univers de Game of Thrones et de House of the Dragons pour se battre pour votre maison, avec une authenticité cinématographique.

En collaborant avec Kit Harington, nous avons joué avec les facettes de sa personnalité à l'écran et hors écran : le héros ténébreux et l'acteur incapable d'échapper à son rôle le plus célèbre.

En étroite collaboration avec l'éditeur, le concédant de licence et les talents, du scénario à la réalisation, la bande-annonce a su allier émotion dramatique et charme référentiel, accueillant le retour de Kit dans l'univers de GoT pour ravir les fans et accroître la notoriété du film.

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\nhttps://vimeo.com/1214443384?share=copyu0026fl=svu0026fe=ci\n
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En collaborant avec Kit Harington, nous avons joué avec les facettes de sa personnalité à l'écran et hors écran : le héros ténébreux et l'acteur incapable d'échapper à son rôle le plus célèbre.

En étroite collaboration avec l'éditeur, le concédant de licence et les talents, du scénario à la réalisation, la bande-annonce a su allier émotion dramatique et charme référentiel, accueillant le retour de Kit dans l'univers de GoT pour ravir les fans et accroître la notoriété du film.",{"blockName":260,"attrs":864,"innerHtml":866},{"allowResponsive":167,"caption":22,"className":262,"id":22,"previewable":167,"providerNameSlug":263,"responsive":167,"tagName":97,"type":264,"url":865},"https://vimeo.com/1214443384?share=copyu0026fl=svu0026fe=ci","
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S’appuyant sur les bases posées par la bande-annonce de préinscription, la bande-annonce de lancement a été conçue pour mieux expliquer les mécanismes du jeu, notamment la boucle principale, afin d’inciter plus directement à l’installation.

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S’appuyant sur les bases posées par la bande-annonce de préinscription, la bande-annonce de lancement a été conçue pour mieux expliquer les mécanismes du jeu, notamment la boucle principale, afin d’inciter plus directement à l’installation.

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\nhttps://vimeo.com/1214738048?share=copyu0026fl=svu0026fe=ci\n
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Outlast Trials","
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Notre partenariat avec Red Barrels a commencé tôt, faisant de nous un collaborateur créatif tout au long du développement marketing de The Outlast Trials. Outre la production de la bande-annonce de la campagne, nous avons contribué à définir l'identité du jeu à travers son nom, son image de marque, ses illustrations clés et ses cinématiques.

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From the CG Reveal Teaser to the Launch Trailer, we crafted a cohesive campaign that evolved alongside the game’s development. We also created the game’s opening cinematic, produced bespoke in-engine sequences in Unreal Engine with custom motion capture, and mixed them seamlessly with gameplay capture to deliver a consistent visual language across every marketing beat.

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Créer l'identité de The Outlast Trials impliquait de l'établir comme un nouveau chapitre de la franchise plutôt que de le positionner comme Outlast III.

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The visual identity followed the same philosophy. The logo maintained continuity with the franchise while evolving it for this new era, and the key art centered on the game’s defining feature: surviving horrific experiments together. Built around the iconic dark green glow of the night-vision camera, the artwork emphasized both vulnerability and cooperation, establishing a recognizable visual signature that carried across the campaign.

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When production began, very little of the game existed in a presentable state. Rather than waiting for gameplay, we created an original cinematic concept that introduced the game’s premise through a brutal medical experiment.

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The teaser depicts doctors forcibly drilling the night-vision goggles onto a test subject, establishing the psychological horror and loss of humanity at the heart of the experience. The trailer concludes with the first glimpse of the game’s cooperative nature through an intense chase sequence, teasing that survival would no longer be a solitary experience.

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Dévoilement du gameplay

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La présentation du gameplay a plongé les joueurs dans le rythme effréné et la brutalité d'Outlast Trials. Le montage, construit autour d'un rythme soutenu, de coupes rapides et d'une tension croissante, a permis de dévoiler les mécaniques de jeu grâce à un rythme audiovisuel implacable , à l'image du chaos ambiant.

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Plutôt que de s'attarder sur les explications des systèmes, la bande-annonce a plongé les spectateurs au cœur de l'expérience, mettant en avant la survie en coopération, les rencontres avec des ennemis, le gore et l'horreur psychologique, tout en conservant l'intensité attendue de la franchise.


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Bande-annonce de présentation

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As development progressed, we shifted from emotion-driven marketing to education – explaining progression, customization, and the various “Trials” without sacrificing momentum.

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Le montage, tout en clarté et en suspense, a permis de réaliser une bande-annonce à la fois informative et divertissante. Ce travail a été récompensé par un Clio Award du meilleur montage.

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Après le lancement, nous avons continué à soutenir The Outlast Trials à chaque mise à jour majeure de contenu. Pour chaque nouvel élément Prime et chaque saison, nous avons créé des bandes-annonces cinématiques sur mesure avec Unreal Engine, combinant capture de mouvement personnalisée, cinématiques originales et captures de gameplay pour créer des récits fluides et captivants.

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This approach allowed us to create premium marketing assets that felt cinematic while remaining authentic to the game, helping establish a consistent visual identity throughout the game’s live-service lifecycle.

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Our partnership with Red Barrels began early, making us a creative collaborator throughout the entire marketing journey of The Outlast…

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