SQUARE ENIX reached out to us to promote the newest installment in their Life is Strange Franchise, Double Exposure.
Our goals were to reach audiences outside of their core player base, leverage other gaming communities with the mythology of the world, and appeal to fans of the Murder Mystery genre.
SOCIAL VIDEO SERIES & TTRPG
We produced, designed and executed two key promotional projects. COLLEGE IS STRANGE is a social video series featuring in-depth interviews with the game's voice actors, connecting them to their characters. The second, TWO MOONS RISING, is a custom made live TableTop RPG murder mystery, where gaming influencers participate in an immersive gameplay session, bringing the game's world to life for fans.
VOICE CAST
COLLEGE IS STRANGE is aimed at connecting the existing player base of the Life is Strange franchise to the voice cast of Double Exposure. Through a 5 part Social Video series primarily featuring the voice cast, we took a candid look at their formative years in college, and how that parallels the journey of the characters they portrayed.
GET TO KNOW THE CAST
Double Exposure had one returning character from the franchise, Max Caulfield (portrayed by Hannah Telle), and our client wanted to shine a spotlight on the new characters/performers in the game. We hand selected 3 additional actors (Ashlynn Hideman, Blu Allen, and Ilasiea Gray) based on both their prominence in the game, and the uniqueness of their College stories to create a diverse array of stories.
SOCIAL VERTICAL NATIVE
Knowing this was going to be focussed on Social platforms, we intentionally shot in a native 9x16 format, as opposed to the typical 16x9 shoot that would be cropped in post production. This resulted in a more authentic feel to the platforms we would be featured on, as opposed to treating them like secondary windows.
LIVE TABLETOP GAME
Looking to extend the player base for LIFE IS STRANGE: DOUBLE EXPOSURE, we identified overlap between it and the Tabletop Roleplaying Game genre. TWO MOONS RISING is the name of both a Free To Play TTRPG set in the world of LiS:DE, and a filmed Actual Play of the same game, featuring influencers from that space.
THE GAME
We collaborated with HUNTERS ENTERTAINMENT to create Two Moons Rising, a custom TTRPG packed with Life is Strange easter eggs and its magical realism vibe. Using only standard six-sided dice, it's designed to welcome both new and experienced players into the Life is Strange universe.
THE ACTUAL PLAY
For the filmed Actual Play, we brought in 5 of the biggest influencers in the Tabletop space, Aabria Iyengar, Becca Scott, Jasmine Bhullar, Johnny Stanton, and Ify Nwadiwe for a play through. Split over 2 episodes, the Actual Play was connected directly to Life is Strange: Double Exposure via a narrative framing device of this being an episode of an in game characters podcast.
MAIN TITLES
Our Main Title Sequence began with storyboards that incorporated Polaroid photos of our cast, along with our Blue and Red Color scheme, inspired directly from Double Exposure. In our Pre Production, we recognized an opportunity to shoot the Main Titles practically, with CG stitching between the separate elements.
Geek & Sundry Co
116% increase in total viewership over both episodes of TWO MOONS RISING
