To stand out, we didn’t just want another trailer. We wanted to instantly immerse our fans in our dangerous and beautiful new world. So we invaded theirs.

We took two Machines from the game’s world off of the screen and onto the floor of the world’s biggest gaming conventions. The “Watchers” were incredibly true-to-gameplay: 8-feet-tall and 13-feet-long animatronic replicas built by one of the best practical effects shops in Hollywood. These were impressive machines that gamers could interact with—just like gameplay—and immediately understand the strategy and challenge that would be required to take down these characters in game.

The Watchers had to be point-for-point true-to-game. Not only in their visual design but also in their movements and character performance. To bring the Watchers off the screen and onto E3’s showroom floor, we partnered with the top practical effects house in Hollywood: Spectral Motion. The battle-worn texture of the Watchers was achieved with a mix of vacu-formed foam core and other materials that was then custom-painted. To achieve the specific in-game movements, we partnered with Spectral Motion’s lead engineer to modify the animatronic neck and head system he pioneered for a blockbuster film years earlier

151M people reached

559M impressions

1000% lift in social mentions

$3.16M in media value