Context

Following the releases of Resident Evil Requiem and Pragmata, we continued our collaboration with Capcom to support the European launch of Onimusha: Way of the Sword. Marking the 25th anniversary of the saga, this release brings back an iconic franchise to all platforms.

We accompanied the title through its entire release, delivering creative assets for the Demo, Pre-launch, Launch, and Accolades.

Challenge

Onimusha has a unique identity that blends a rich universe with deep, technical combat. Our core challenge was to speak to two distinct audiences simultaneously: drawing in mythology fans with the game's dark Edo fantasy setting, whilst also hooking action-driven players with its dynamic combat mechanics.

Because our scope was focused on creative production rather than media buying, we had to ensure our output perfectly executed Capcom’s overarching strategy while re-engaging fans eager for the IP's return.

Our Approach

We focused on asset production that fuelled a widespread digital and social campaign targeting France, Italy, Spain and the UK. We delivered assets across Meta, YouTube, Reddit, CTV, OOH, PS Store, Samsung TV, Twitch, and TikTok, adapting our creative to the specific habits and codes of every platform.

Short formats require a delicate balance of impact and clarity, so we combined an art direction to reflect the game’s identity with perfect pacing and a clear message. To engage our two distinct audiences, we developed dedicated creative routes for each. The combat-focused assets highlighted the game's deep mechanics and fast-paced action moments, while the mythology route emphasized the lore, characters, and imposing boss encounters.

We also designed bespoke placements for specific viewing environments. For Connected TV placements like Netflix, we created a custom hook designed to actively interrupt the viewer and catch their eye during an unskippable ad break. Once we secured their attention, the ad transitioned into a highly cinematic teaser that matched the platform's premium aesthetic.

Finally, following universally positive early feedback from the community and press, we released a creative accolade refresh to highlight the game's acclaim at release.