Middle-Earth: Shadow of War

Middle-Earth: Shadow of War is an action role-playing game set in the world of J.R.R. Tolkien's Middle-earth. To promote the new game, we had the idea of bringing the orc villains into the real world to interact with fans. We hired improv actors, dressed them as orcs, and sent them to conventions like Pax West and New York Comic-Con.

At these events, the orc actors engaged with attendees, learning about human video game fans. The response was incredible, with fans lining up to take photos and immerse themselves in the world of Shadow of War. We worked closely with the Shadow of War team to ensure the activation was authentic to the brand and captured the game's essence.