For the European launch of Call of Duty MW3 we were tasked by Itch to design and bring to life a fantastic creative narrative. The invited gamers were to arrive at the Old Sorting Office in Holborn which had been dressed with an embassy façade. The dedicated fans were ushered into a ballroom where they were given, a quite frankly, disappointing speech by a distinctly grey looking man that went on far too long.
At the point of extreme irritation, plasma screens in the room running breaking news, hinted at a riot going on outside. Black clad assassins stormed the ballroom, hurled grenades at the stage, thankfully disposing of our rather dull host. Lo and behold you would never have guessed, directly behind the stage was the European Headquarters of Call of Duty MW3. The gaming spaces were filled with competition pods, PS3 bunkers, rock star stages and a challenger tank. What’s not to like?
