EA: Apex Legends™

Resurrection Collection

Merch Legends would be proud to wear

With the release of Apex Legends™ Season 18 launch, we partnered with Juniper Creates to create a promotional campaign of their new merchandise line. Showcasing the “Resurrection Collection”, we created an epic real life depiction of the virtual world the gameplay lives in.

Deliverables

Online Video
ECOM Photography
Lifestyle Photography
Social Media Assets

Role

Creative Direction
Production
Graphic Design

Breaking down
the Strategy

The Problem

Gaming merch isn’t appealing to the demographic of the game players. The demographics in Apex Legends™ show that players are mostly male and under 35.
(Source: Newzoo)

The Solution

Simple - make gaming merch look epic and cool. We recreated the scenes of the new Season 18 Map and approached it cinematically.

The Result

The approach and execution garnered the client’s email campaign a 14% Click-through rate (Previously a 2% average) with efforts pushed in their social media post and Google ads to promote the new collection.

Source: blogTO

Source: Apex Legends™

Reaching the game fanbase

The set was a blank canvas - we wanted the products and toys to stand out with the colourful props. This became a playground for the kids with no limits to their imagination. They jumped, played, and tossed their toys in the air.

Bringing the gameplay to life

We leveraged the charm of the LankyBox characters and used their cardboard box costumes as the overall idea of the set design. The TV box also represented the YouTube world in which the characters existed in. It was the amalgamation of the 2D characters merging with real life play.