SITUATION: As the launch of the game approached, there was a pressing need to develop a compelling launch creative that could engage a wider audience beyond typical gamers.

BRIEF: The goal was to capture the attention of and foster a connection with the broad Star Wars community, encompassing both seasoned fans and newcomers.

OBJECTIVES:

1. Drive breakthrough awareness at launch among Star Wars gamers, ensuring they are excited and ready to engage with the new installment.

2. Expand reach to the broader Star Wars community, including those less familiar with gaming, to maximize engagement and tap into the extensive Star Wars fan ecosystem.

We paired Mark Hamill with actor Cameron Monaghan, who portrays Cal Kestis, on a motion capture stage. There Mark stepped into the role of a mentor, guiding Cameron through the nuances of becoming a Jedi. This setup signaled the passing of the torch from one Jedi generation to another but also provided a literal interpretation of the process of becoming a Jedi.

Based on our core insight, we aimed to elevate Cal's story to the status of other legendary Jedi figures. The challenge was to make Cal’s journey as compelling and integral to the Star Wars legacy as those of his predecessors.

The inclusion of Mark leveraged his status to amplify the brand’s message and by linking Cameron's portrayal of Cal Kestis to the legendary figures of Star Wars, we reinforced the game’s significance within the broader saga, ensuring it resonated deeply with both die-hard fans and newcomers alike.

Audience Insights: Despite the critical and commercial success of "Star Wars Jedi: Fallen Order" (the precursor to "Jedi Survivor"), a significant opportunity for growth was identified. Research indicated that nearly 50% of core Star Wars gamers had not engaged with "Fallen Order." These fans, avid gamers and passionate about the Star Wars universe, had yet to explore our game.

Community Building and Management Approach: To effectively tap into this segment, we enlisted Mark Hamill to bridge the gap between traditional Star Wars enthusiasts and modern gamers. His involvement brought authenticity and a familiar face to the campaign, enhancing its appeal. Additionally, we incorporated strategic "easter eggs" within the acript that emphasized universally recognized Star Wars themes. This approach ensured the promotional content resonated not just with existing fans of the game but also broadly with the broadly with the extensive Star Wars

Navigating the complex and revered landscape of the Star Wars universe presented unique challenges. With limited time, we leveraged the charisma and chemistry between Mark Hamill and Cameron Monaghan. Our strategy focused on simple setups that allowed us to move swiftly and purposefully throughout the day. This efficiency was crucial in maintaining the integrity of the Star Wars IP by providing us with the flexibility needed in the editing room to refine and perfect our content. The focused direction enabled us to create a piece that not only resonated with fans but also paid homage to the storied Star Wars universe. Despite the pressures of working with such a legendary IP and the logistical constraints, the project was a testament to strategic planning and collaboration.

The film achieved extraordinary visibility, accumulating over 24 million views within the first 24 hours organically. To date, it maintains a remarkable 99% like ratio on YouTube, underscoring its widespread acceptance and popularity.

This film emerged as the most successful asset in the entire campaign for "Star Wars Jedi: Survivor," demonstrating its effectiveness in capturing and holding audience interest.

The high like ratio on YouTube reflects a positive quality of experience and interaction, indicating strong audience approval.

The success of the film helped elevate the brand's stature, reinforcing "Star Wars Jedi: Survivor" as a leading experience in the gaming community and Star Wars fandom.

"Star Wars Jedi: Survivor" led sales in April 2023 for both Playstation 5 and XBOX, fulfilling and surpassing our sales objectives.