Context

We were happy to continue our collaboration with Epic Games to support the release of End of Abyss. Our journey with the game was twofold. First, we partnered directly with the development studio, Section 9, to handcraft the game's branding from the ground up for its initial announcement. Following this foundation, Epic Games entrusted us with both the creative and media duties for the French launch campaign, allowing us to bring this strange, unsettling world to life for a new audience.

Challenge

Our initial task was to define a strong, cohesive visual identity. We embedded ourselves with the Section 9 team to build a comprehensive brand book that captured the game's cryptic essence before revealing it to the world.

For the release phase, the objective shifted to reaching French players wherever they are, specifically targeting fans of atmospheric action-adventure games alongside the horror and sci-fi communities. We needed to build a comprehensive media strategy that would first generate awareness during the prelaunch phase, and then effectively engage players at launch with assets perfectly adapted to a wide variety of digital platforms.

Our Approach

We began during the announcement phase by designing the Key Visual to visually transcribe the mystery and cryptic universe of End of Abyss. Through hands-on creative workshops and shared exploration with Section 9, we surfaced the insights that shaped a brand identity as distinctive as the game itself. The artistic direction was designed to showcase the vulnerability yet strength of the protagonist, utilizing the tunnel as a strong metaphor for walking forward into your destiny.

Building on that foundation for the release, we deployed a localized media strategy split into two beats. The prelaunch phase focused purely on building awareness across YouTube and Meta. For the launch, we expanded our media plan to include TikTok, Reddit, Webedia, Culture G, IGN, and, for the very first time, Spotify. To ensure the campaign resonated, we tailored our assets to the unique codes of each platform: Pre-roll video: We produced a core 30-second pre-roll featuring custom text cards specifically designed and paced to speak to the French audience.

Reddit: We leveraged our experience with freeform ads to plunge players directly into the game's universe, utilizing the platform's native tools and formatting codes to drive engagement.

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TikTok: We created three distinct formats built to mimic organic trends, allowing the game's eerie atmosphere to integrate naturally into the user feed.

Homepage Takeover : We leveraged our experience with freeform ads to plunge players directly into the game's universe, utilizing the platform's native tools and formatting codes to drive engagement.