FBC: Firebreak

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Client

Remedy Entertainment

Year

2024

Role

+ Strategic Audit & Audience Profiling
+ Insight & Positioning Development
+ Brand Platform & Messaging Framework
+ GTM Copy Examples

Brief

Establish the brand foundations for a successful multiplayer spin-off within the Control universe.

Insight

An irreverent co-op tone combined with an unconventional premise risked confusing both fans and newcomers. In session-based multiplayer, retention depends on clarity of purpose. Players do not buy tone, they buy function. When that function is unclear, the world feels arbitrary.

An irreverent co-op tone combined with an unconventional premise risked confusing both fans and newcomers. In session-based multiplayer, retention depends on clarity of purpose. Players do not buy tone, they buy function. When that function is unclear, the world feels arbitrary.

Solution

“Control the Chaos.” A brand platform built around the collision of ordinary and extraordinary, exaggerating the world’s DNA while giving players a clear role within it. Casting them as a maintenance crew who must “Punch In for the Paranormal Shift” anchored that purpose, turning randomness into responsibility.

“Control the Chaos.” A brand platform built around the collision of ordinary and extraordinary, exaggerating the world’s DNA while giving players a clear role within it. Casting them as a maintenance crew who must “Punch In for the Paranormal Shift” anchored that purpose, turning randomness into responsibility.

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