Inspiring exploration with a community-activated OOH campaign to launch Starfield.

Role: Creative development, ideation, copywriting, crafting campaign toolkit, pitching, crafting awards submission

Starfield was Bethesda’s first new IP in over 25 years. Our campaign had to live up to the hype and anticipation of over two decades of gaming craftsmanship. So, true to Starfield’s scale and ambition, we produced an OOH campaign that opened windows to the worlds of Starfield. In honour of the game’s over 1000 planets, we created 1001 unique placements showcasing the breath-taking, otherworldly vistas of the game, each numbered to spark conversations and collectability. 

These 1001 unique billboards spanned the globe, from America to Australia, from Africa to Europe.  We called on all explorers to discover each of these placements, and share their findings with #ExploreStarfield. Discord, Reddit, Instagram and X all acted as discovery logbooks for our community, and the channels were alight with conversation.

This wanderlust-driven activation earned Silver at the Creative Circle Awards for a Game Launch Campaign.

Creative Accomplices: Bobby Ford - ECD, Tom Williams - CD, India Pearce - Senior Creative & Designer
Agency: Havas Play UK & Havas Entertainment