Stellar Blade

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Client

Sony

Year

2024

Role

+ Strategic Audit & Audience Definition
+ Insight & Messaging Strategy
+ Campaign Narrative Development

Brief

Launch Stellar Blade as an East–West crossover hit and convert awareness into demand across Western markets.

Insight

Character design and familiar Eastern IP signals risked alienating Western players before they engaged. At a glance, style risked being read as spectacle rather than substance. But that reading ignores the craft and developer intent behind it. Passion, technical excellence and cinematic production value speak across markets.

Character design and familiar Eastern IP signals risked alienating Western players before they engaged. At a glance, style risked being read as spectacle rather than substance. But that reading ignores the craft and developer intent behind it. Passion, technical excellence and cinematic production value speak across markets.

Solution

Lead with craft. Through a cinematic documentary series that foregrounded developer intent and technical excellence, we reframed the game as the product of passion and precision rather than spectacle. A blockbuster treatment across the campaign simplified genre conventions into a more legible storytelling frame for Western audiences, letting craft lead so the broader identity could follow. The result was one of the most pre-ordered titles of 2024.

Lead with craft. Through a cinematic documentary series that foregrounded developer intent and technical excellence, we reframed the game as the product of passion and precision rather than spectacle. A blockbuster treatment across the campaign simplified genre conventions into a more legible storytelling frame for Western audiences, letting craft lead so the broader identity could follow. The result was one of the most pre-ordered titles of 2024.

Watch documentary

Watch documentary

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