Mountain Dew – The Shadows Within

Bringing fans to the
universe of Call of Duty Black Ops III Zombie Mode

CASE STUDY

How we

did it?

Leading up the release of the highly anticipated Call of Duty: Black Ops III, Firstborn created a digital platform to strategically tie DEW, Doritos and Call of Duty together for Mtn Dew’s biggest promotional push of the year.

Firstborn designed and built a multiplatform digital hub that served as the repository for over one billion unique product codes. Gamers entered codes to unlock double experience points (XP) in Black Ops III Zombies mode—allowing them to unlock in-game features faster than ever before.

As users entered codes and unlocked 2XP, they were also treated to an exclusive cinematic experience from the Call of Duty Zombies universe. Firstborn created unique, vivid content exploring the backstories of seminal Zombies mode characters. Integrated facial recognition technology took users’ webcam photos and seamlessly placed them into scenes from the world of Call of Duty—weaving users into the Zombies backstory and delivering a personalized, shareable media experience. The more codes users entered the more scenes they unlocked—ultimately creating a symbiotic interplay of content and functionality.

 

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The online experience begins by
bringing gamers, DEW fans and Call
of Duty enthusiasts together in one seamless online experience.

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— LANDING PAGE —

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We brought the personalities of the
four archetypal characters to life through
an exploration of their pasts leading
up to the Zombies game.

Four unlockable videos detailing these characters—exclusive
content that COD fans can only get by redeeming codes.

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— THE BOXER —

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Most things can be settled in the ring.
Bets. Grudges. Debts. The Boxer knows
the cost of paying them all.

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— THE DETECTIVE —

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Absolute power corrupts absolutely.
The hopeful and the stupid pretend that’s
not the case. The Detective isn't stupid
and he’s even less hopeful.

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— THE FEMME FATALE —

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Some live for the limelight. The
Femme Fatalle is willing to die for it.
Her whole life ahead of her with so
much already left behind.

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— THE MAGICIAN —

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Born into wealth, power and the
trappings of unearned privilege, The Magician is arrogance incarnate. 

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STYLEFRAMES

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Within the first 48 hours with no media driving to the experience, we received over 200,000 organic views on YouTube. 

 Fan-made tutorials, screen captures, even a whole
theory about the main plot grew organically. 

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CREATIVE TEAM

CREATIVE DIRECTOR
Flavio Vidigal

ECD
Dave Snyder

ACDs
Jonathan Kim
Bruno Perotto

DIGITAL AD
Bruno Perotto

LEAD COPYWRITER
Sam Isenstein

DESIGNERS
Thomas Briggs
Julien Perriere
Audrey Turquand 

STUDIO & CONTENT

EXECUTIVE PRODUCER
Seth Tabor

SENIOR PRODUCER
Jillian Likens

MOTION GFX DIRECTOR 
Michal Z. Kuzmich

LEAD VFX ARTIST
Bruno Ferrari

VFX ARTISTS
Jay Harwood
Mike Bourbeau

MOTION GFX ARTISTS 
Rachael Goeun Park
Erica Hu

FILM EDITOR
Zeshawn Ali

ACCOUNT & MANAGEMENT

PROGRAM MANAGER
Katie O'Brian

EXECUTIVE PRODUCER
Chris Grey

LEAD PRODUCER
Andrew Schlanger

PRODUCER
​Andrew Schlanger
Jen Chackman 

DEVELOPMENT

DEV. DIRECTOR
Chuck Masucci

CREATIVE DEVELOPERS
Hector Arellano
Thomas Ansart
Abril Alvares

BACKEND DEVELOPERS
Daniel Mejido
Shawn woodford

Created, Produced and Developed at  f i r s t b o r n

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