The F.E.A.R. series of horror-themed First Person Shooters has a terrifyingly memorable antagonist in the ghostly Alma, who materialises in the game as a creepy young girl with supernatural powers.
This premise, combined with the fact that the title was to be released on Friday 13th February, gave us a hook for creating some striking imagery: Focusing on the iconic, haunting image of Alma as well playing on the superstitions associated with the Friday 13th date and the number 13 in general.
Furthermore, the fact that the release date also happened to be the day before Valentines' Day gave us an angle for a targeted direct mail campaign aimed at relevant decision-makers in game retail.
 Client: Warner Bros. Games UK
Agency: Lick Creative
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