In the land of open-world computer games it can be tricky to stand out. But we knew that not all gamers take themselves seriously. With Bethesda's Rage 2 we knew there was an opportunity to be different.
I took a very simple approach, which had the tone of voice of the game at its heart. I created mayhem. Mayhem across TV, social, OOH and digital display in 12 different countries. Hell, I even got Danny Dyer to give us a running commentary while he played the game. Buckle up.