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Client

Project

The Last of Us

Deliverables

European Media Kit, Online Microsite

The Last Of Us

A media kit and microsite for Sony’s post-apocalyptic masterpiece

Key Facts >

Overview

A game this huge needed an ultra-premium limited edition media kit. Ours was sent to recipients in 33 countries, and localised into 7 languages.

Using the game’s post-apocalyptic visual imagery, we reflected a stained and virus-ridden wasteland with our stark design. The box introduced the games main characters and revealed elements of gameplay through delivered assets. Additionally, subtle survival-esque connotations including a book of matches containing download codes and a cassette tape USB housing the game’s soundtrack scored by Academy Award winner Gustavo Santaolalla.

An online psychometric test microsite was developed with a leading psychologist. It invites consumers and press to test how well they’d adapt to the volatile surroundings suffered by protagonists Joel and Ellie. The results could be downloaded as a personalised infographic or shared with friends.

Results

The second best-selling videogame of 2013 globally, The Last of Us racked up over 200 “Game of the Year” awards. In the words of IGN, “It isn’t only PlayStation 3’s best exclusive, it’s an outright masterpiece”. The media kit received widespread praise, from both the client and across videogame forums.

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Rigid box presented in a pvc o-ring with diecut bullet hole effect

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Box contains foam inner fitment to hold the content, including cassette tape USB, booklet, QR code card and matches holder.  

LOCALISED AND DELIVERED TO 33 COUNTRIES IN 7 DIFFERENT LANGUAGES

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Booklet Inner Pages

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Online Psychometric Test