The Callisto Protocol
The Callisto Protocol is the first title to ever be shipped from Striking Distance Studios. Its creator Glen Schofield co-wrote Dead Space, widely credited as one of the best horror video games of all time. This placed the project smack dab between audiences who had never heard of it and a select few with bullish expectations. In other words, the stakes were high.
In a 6 week-sprint, we generated an organic social campaign and created an AR Filter for the game’s official Instagram. The campaign was predicted on show not tell, so it relied heavily on visuals and brief, cryptic copy. By teasing story arcs, characters, and weapon upgrades in tangent with shocking visuals, we sent fans racing to Tweet speculations and into deep dives on the dedicated Discord server.
We also invited fans to join our SMS partnership with Community that enabled us to send out customized teasers of upcoming trailers, as well as first looks at weapon closeups through in depth 3D art we created in-house, story tidbits, and other gameplay. Peak exclusivity.
Lastly, we conceptualized an idea to create an AR filter for Instagram. Partnering with Current Studios, this filter placed fans face-to face with one of Callisto’s horrific biophage worms.