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.
Homepage Takeovers & YouTube Masthead More classic domination formats were leveraged to maximize reach and impact at key moments, ensuring Dune: Awakening was unmissable across the digital landscape.
HPTO
Masthead
Preroll
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.
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.
HTML5 RICH
HTML Standard
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.