Dune: Awakening - A Global Launch as Epic as the Sandworms Themselves
When Funcom teamed up with Attract Mode Agency to launch their critically acclaimed open-world survival MMO, Dune: Awakening, we at Biborg were brought onboard to handle the creative part.
Our mission? Deliver high-impact, high-performing creative assets that would resonate across 9 global markets—from the US to EMEA to LATAM—across an incredibly diverse and demanding digital ecosystem.
A Campaign Worthy of Arrakis
In just under five weeks, we developed and delivered an astonishing 750+ bespoke assets, ranging from mainstream domination placements to cutting-edge, platform-native units.
Our challenge was clear: leverage existing brand materials—including trailers and key visuals—and transform them into fit-for-platform, thumb-stopping creative executions that could cut through the noise, drive engagement, and ultimately invite gamers into the immersive world of Dune: Awakening.
High-Performance Creatives, Platform-First Thinking
Working hand-in-hand with the teams at Funcom and Attract Mode Agency, we developed a dynamic, platform-specific creative approach that leaned into the game’s lore while respecting the unique languages of each media environment.
Objective 1 : Spice up the mainstream with high impact video
Connected TV (CTV) Strategically designed for large screens and high-impact formats, our CTV executions resonated deeply with TV shows lovers—building a seamless bridge between the cinematic language of Dune and its gaming experience.
More classic domination formats were leveraged to maximize reach and impact at key moments, ensuring Dune: Awakening was unmissable across the digital landscape.
Homepage Takeover
YouTube Masthead
Preroll Unit
Objective 2 : Evoke the Arrakeen fantasy with native and interactive units
Reddit Free-Form Ads Designed to blend natively with Reddit’s organic tone, these units prioritized community language and meme-adjacent visuals to drive authenticity and engagement.
Discover the Free-form Ad on Reddit here!
TikTok Interactive Stories Built to immerse, these stories pulled users into the lore of Dune: Awakening, encouraging swipes, taps, and exploration through interactive elements—a true sandbox teaser for the game itself.
TikTok Paid Media We always aim to give our paid content an organic feel by tapping into popular TikTok formats. By creatively adapting these to the game, we’re able to showcase its features from multiple angles, making the content feel native to the platform while capturing attention, driving engagement, and avoiding quick swipes.
Twitch Mirror-C Integration A clever twist on viewer interaction: this innovative unit mirrored streamer chat flows, engaging audiences in real time as they watched related gaming streams. It was a subtle, elegant way to seed the game’s universe into the Twitch ecosystem.
HTML Rich Media
A Galactic Collaboration
Throughout conception, production, and delivery, our teams operated as one with our client partners at Funcom and Attract Mode Agency—working at warp speed to deliver a campaign that was ambitious, immersive, and high-performing.
The Result?
An iconic launch worthy of a game as bold as Dune: Awakening. By blending thoughtful creative strategy, agile production, and deep platform expertise, we helped Dune fans new and old get ready to claim their place on Arrakis.