Alpha Industries x Call of Duty: Vanguard & Warzone
Marketing content for limited-edition B-15 Flight Jacket based on the video games ‘Call of Duty: Vanguard’ & ‘Call of Duty: Warzone’.
2022
Connecting with the fans.
A common misstep I see from apparel collaborations with video game IPs is that marketing can come from a disconnected voice. Making it clear to the intended demographic that the marketing isn’t familiar with the game or its community. Fortunately, I am an avid gamer and pretty familiar with the Call of Duty franchise. So I had a great idea of how to attract this type of consumer. I wanted to bridge the marketing assets with the UI of the game. Fans of any media appreciate familiarity, and promoting the actual collaboration jacket as in-game loot will catch the eyes of the most die-hard of players to the casual enjoyer.
Bridging the gap.
The promotion in tandem with the game included that with every purchase of the jacket, you’re entitled to an unlock code for an in-game player character model, that sported the jacket. To some may seem a cool inclusion, but to others, it will come off as locking content behind a larger purchase. Facing this challenge, I came up with a way that loosen the friction the promotion may have caused. In a typical Warzone match, the player is given the opportunity to pick up weapons and items. The items are tiered by rarity, ‘Legendary’ being the most unique and powerful tier. Given that the jacket and the in-game skin are both limited-edition items. I’ve recreated the in-game UI of the Legendary loot, as well as other UI elements, to be used for the suite of marketing assets.
‘Legendary Item’ UI Pop-up in the style of the Call of Duty: Vangurad/Warzone, ‘Pacific’ Season. Playstation Button Layout Style.
‘Loadout Drop Incoming’ in-game alert asset.
Recreated as a part of a teaser of the collaboration.
‘Weapon Level-Up’ in-game UI asset.
Recreated as a part of a teaser of the collaboration.