Writer & Creative Director

Call of Duty

 

Call of Duty

 

Once a hard-fought RFP win was secured, we helped Activision push their social/digital brand storytelling forward to achieve a number of goals such as growing their audience and increasing positive engagement, expanding COD’s stake in broader culture, and working towards a more inclusive and welcoming community.

This strategic North Star informed everything we made throughout the multi-pronged campaign that included:

  • Craft social playbook for Call of Duty social

  • Always-on social support for owned Call of Duty channels

  • Digital/social announce/launch/sustain campaign for CALL OF DUTY: MODERN WARFARE II & WARZONE 2.0

  • Launch and support COD TikTok channel

  • Launch and support COD Tastemakers Creator Campaign 

This work fueled a successful Tastemakers influencer program that celebrated the work of non-endemic creators to generate hype for the launch of MWII, powered the game’s largest streaming event to date with COD Next, opened the floodgates to COD’s biggest Beta ever, and ultimately led to the historic launch moment.

The result of that collaboration with multiple teams within the Activision ecosystem was the biggest launch in Call of Duty’s 20-year history, crossing $1billion in sales in its first 10 days and knocking off Elden Ring as the best-selling game of the year.

I learned that all of the scuttlebutt you hear about working on the Call of Duty account is true. With all due respect to the fine folks over there, it’s an absolute meatgrinder of an account. I have a lot of actionable learnings and stories to tell seared into my mind from the 18 months I spent thinking about COD every day.

It's time to honor #MyWarzoneLegacy 🔥

Celebrate all the #Warzone matches, memories, and everything in between! As a THANK YOU to our community, all players can memorialize their accomplishments with a personalized video ➡️ https://t.co/4QR1SR1BOG pic.twitter.com/Ue8s9NSfvt

— Call of Duty (@CallofDuty) November 8, 2022

Oh yeah, we also got to write dialogue for Snoop Dogg that made its way in-game and powered the fan-favorite Snoop Dogg Soundboard.