As Creative Strategy Director at Whalar, I led the pitch and execution for the launch of Call of Duty: Warzone Mobile by Activision.

During the lockdown years of 2020–21, Call of Duty: Warzone became the most popular Battle Royale game worldwide. However, the game later faced challenges from competitors encroaching on its market share, alongside an opportunity arising from the surge in mobile gaming's popularity. This made 2024 the perfect time to release the latest iteration of the game for smaller screens: Call of Duty: Warzone Mobile.

The objective was clear: drive mass awareness among gamers and direct them to the app store to download the game.

Fans of the franchise have always loved the immersiveness of Call of Duty, with its richly detailed environments and intense gameplay. This passion for immersion inspired us to extend the game world beyond the screen, turning the iconic Verdansk map into a real-world destination for gamers.

The real draw of Warzone Mobile was exclusive access to Verdansk, a fan-favorite map. To engage both Battle Royale loyalists and casual mobile gamers, we built our concept around this iconic map while steering clear of the conventional gamer review content that saturates the category.

Return to Verdansk, our creative platform for creators, positioned Verdansk as the must-visit gaming destination of 2024, blending the virtual and physical worlds to raise mass awareness and inspire downloads.

We executed a multi-market campaign across the UK, Spain, and Germany, collaborating with 20 TikTok creators. Making the most of TikTok’s ad features by amplifying the content with interactive elements including: Gesture Ads (a swipe-to-reveal more feature) and Pop-Out Showcase (a pop-up with Call-To-Action). All of which delivered results that far exceeded expectations.