Hell Is Us - A Global Paid Media Campaign

For the release of their new IP, NACON entrusted Biborg with both media and creative responsibilities. Hell is Us, the studio’s biggest launch of the year, is an action-adventure game defined by mystery and the absence of maps, markers and artificial hints, immersing players without holding their hand. Its singular atmosphere offered the perfect ground for a bold, distinctive campaign.

Challenges

Our challenge was to create a strategy aligned with the identity of this new franchise by leaning on its strengths: mystery, exploration, and intrigue. We needed to tease the world and its secrets without overexposing them, sparking players’ curiosity rather than satisfying it.

The campaign was built around the game’s unique philosophy of “no hand-holding.” Every creative asset and media activation aimed to introduce the core concepts without giving away answers, encouraging players to explore, investigate, and discover for themselves with the tagline “Trust your senses. Ready your blade.”

A Media campaign - Reach the audience through various platforms

We developed a cross-platform strategy covering Reddit, Twitch, YouTube, TikTok, and Google Search, while also producing creative assets for premium partners. The media plan was designed to reach the target audience seamlessly across different platforms, combining reach and relevance through a mix of formats.

A Creative campaign - Platform-First Thinking

At Biborg, we aim to push the boundaries of what each format can offer. Our approach is to fully exploit every platform’s potential while adding a creative twist that sets us apart. For Hell is Us, we wanted to experiment with interactive elements and layers of mystery, encouraging players to engage actively. The goal was to translate the game’s core notions of investigation and exploration through the codes of different platforms.

Reddit We were able to play around with the platform's tools to create original, organic-looking content. Whether it was repurposing the UI for a takeover that breaks the rules or using the spoiler feature to create classified documents. These formats pique fans' curiosity and encourage them to investigate the game's lore: a key mechanic of the game

Reddit Free-Forms Ads Discover the Free-form Ad on Reddit here!

Video Takeover Discover the Takeover on Reddit here!

Twitch Creating contextualised content designed for the platform allows us to engage seamlessly with the audience in real time as they consume their media.

Mirror-C Integration

Mid-Feed

Youtube Our assets were designed to spotlight the game’s various unique selling points to follow the phases of the campaign.

Pre-roll

Tiktok Organic content that reflects trends and encourages interactivity to develop player immersion and engagement.

Premium partners We designed content directly integrated into the website, playing with the format through animated and interactive elements. Despite technical limitations, we sought original twists to create a dynamic and engaging experience.

The Results

A global launch as ambitious as Hell is Us itself ! Our goal was to create assets that would reflect what Hell is Us is all about: putting players at the center of the experience and invite them to trust their senses to uncover the mysteries of Hadea.

We helped Nacon build awareness around this new IP through a mix of creative strategy, deep platform expertise and perfectly planned production.

“It was an honour to work with Nacon on such a special game. The ambition behind Hell is Us was almost palpable and pushed us to give the best, in terms of media strategy and creativity, to deliver this global campaign and build awareness before the official launch.”

• Dany Bogarts - Senior Account Manager