Next Games had two goals: engage with The Walking Dead fans while driving click-through rate. The Walking Dead is a character driven show, so keeping the focus on the characters while keeping the dark and gritty aesthetic was essential. The campaign focused on gameplay progression, character leveling, and narrative hooks.
Scopely’s “Road to Survival” kept a similar dark aesthetic, using their in-game assets to great effect. Ads used a mix of character models, custom animations, key art, custom illustrations and photo compositing.