It is rare that a game comes along with such gravitas as to outshine every other entertainment release of the year. Cyperpunk 2077 has done just that. Possibly the most anticipated and coveted game of all time, Mike Pondsmith's colourful but nightmarish dystopia of Night City has finally flung it's gates wide open for us all to explore.
We were thrilled to be asked to assist in the game’s marketing campaign; producing 4 campaigns ( Influencer, BlackMilk Clothing, Merch Mailer & Xmas Gift) to deliver an array of supplied brand partner merch, a CP2077 capsule clothing collection and bespoke goods - exclusive to these limited edition campaigns.
The final kits play on the vibrant yellow and black brand colours, utilising an array of technical and futuristic-referencing materials and production finishes, to ensure a stylised delivery mechanism of content/marketing info, as well as reusable keepsakes for recipients and their time in Night City.
Our kits garnered great feedback from recipients, with a mass of social media coverage - commenting on the array of unique materials and the re-usability of the bags; with CD Projekt Red and Bandai Namco Entertainment UK thrilled with the quality of the produced artefacts and recipient comments. More data to upload on this project in the New Year, so watch this space. We have a city to burn!
EDITION OF 30
The Influencer kit arrived with recipients within a yellow/black hazard tape adorned mailer box, opening to reveal a brash oversized yellow equipment case - as might be used to traffic weapons or other contraband through the neon tinged streets of Night City. A yellow inner fitment, featured the 'Somos la Muerte’ Valentinos motif and showcased a bespoke leather jacket, folded to present it’s intricate embroidered Holy Rose back patch. The jacket’s styling played on the Valentinos’ high-octane dose of flamboyant Catholicism and northern Mexican drug cartel style - with bold fabric inner labels, cuff and shoulder insignia as well as a Rose Red internal liner - creating a bold, shareable and wearable keepsake. A further layer of content was revealed underneath the jacket: a premium styled fluorescent acrylic data card; Samurai engraved glass tumbler featuring a partially submerged bullet within a presentation box; plus a copy of the game itself.
EDITION OF 30
Requiring a stylised delivery mechanism for a CP2077 capsule clothing collection, we conceived a bespoke tactical tote bag, which would also provide a reusable keepsake for recipients. The bag utilised yellow Tarpex - it's tactile nature intended to convey the rough underbelly of Night City. The bag's side panels were screenprinted with bold graphics, representative of the futuristic game aesthetic. The bag handles could also be tucked inside the bag, which in tandem with internal velcro fastenings allowed for it to be fully sealed for delivery, before it’s true function was revealed when opened. Within the bag, the clothing was placed into a set of 9 bespoke anti-static sleeves - featuring differing gang related insignia & lore - furthering recipients’ unboxing experience and game knowledge. The final artefact was a striking fluorescent acrylic data card, which opened to reveal a set of postcards about the clothes.
EDITION OF 30
This campaign needed to facilitate the presentation of various brand partner merchandise - for which we created an alternative variant of the BlackMilk tactical tote bag, with differing gusset designs. Utilising the anti-static sleeves to hold the merchandise, alongside an exclusive campaign derived fluorescent acrylic data card.
EDITION OF 100
Playing on the Projekt Red Northern Cardinal insignia, we created a collectible post-launch Xmas themed tree decoration to further the game’s impact and social media coverage. The artefact was presented within bold packaging to convey both the game's yellow/black aesthetic and more traditional Xmas colours.