I worked on many aspects of Cyberpunk 2077’s marketing, from its media and audience strategies, to its overall integrated launch campaign. Some was used, some was not.
CDPR wanted a creative concept for Cyberpunk 2077’s launch campaign that leveraged the game’s “Punk Rock” themes. The creative concept pitched below was intended to be used as part of a launch campaign that coincided with the November 2020 elections.
“Traditional historical stories illuminate the present by providing critical visions of the past, Cyberpunk illuminates the present with critical visions of the future”
Although we did not produce the video this clip is taken from, it came not long after our recommendation to use “identity” to appeal to its audience.
