With 3 tours and counting, our Agency had been asked to answer another Call of Duty and create a new package for Black Ops that had the ability to capture a marketable emotion with the power to resonate globally.

Our Agency created a visual that communicates and matches the style, impact and quiet confidence of things yet to come complicit in the storyline of war, and Black Ops. In breaking all packaging stereotypes by capturing this contemplative moment in time, in lieu of typical action poses, our Agency broke new ground establishing an iconic image. We brought the realism of the battlefield into all marketing communications by capturing this emotion into a single visual. Activision and Treyarch immediately saw its potential in driving buzz and consumer activation, as the mark used for packaging our Agency created, became the campaign.

Setting sell-through records delivering the biggest entertainment launch in marketing history; with a global presence, Call of Duty: Black Ops shattered launch-day (11/9/10) sales records pulling in $360 million worldwide within 24 hours. By comparison, Avatar earned $230 million at the global box office over the course of its opening weekend. After 5 days on shelves, Black Ops earned $650 million worldwide. 45 days in, 600 million hours logged in spanning 20 million players. Six weeks from launch, Black Ops hit $1 billion in global sales and set to assume the crown of top grossing video game of all time.