Task

Nearing the launch of Persona 5 Royal, SEGA wanted ideas that educated and excited the European market about this enhanced rerelease of the iconic game. As an agency, we wanted to develop innovative and action-led PR and social ideas. Not only to build hype for the release, but also to build and maintain the overall Atlus brand in Europe. We needed ideas that reignited core fans, whilst also expanding the audience past those who had already played the original. Being a rerelease, the key activations were centered around the new additional content and characters, but we also wanted to invite people into the overall world of Persona and JRPGs. As a huge gaming fan, this was a brief that I pushed to be a part of right from the start of the ideation phase. I eventually found myself adding additional mock up ideas and visualisations over the weekend. In addition to helping the team, I wanted this creative to show our passion to the client.

Deliverables

• Mask for a press and influencers masquerade, which reveals their Persona and event team through AR functionality.

• AR Lens for general consumers, triggered at a trade show (e.g. EGX) or shared via Atlus/SEGA’s social channels.

• Digital invite and ID for a Shujin Academy open day immersive event, bringing a taste of Japan (and the Persona universe) to Europe.

• Looping social video highlighting new localisation options in rerelease.

• Boundary-breaking 3D social GIF.