The latest Devil May Cry video game focused heavily on the current political climate. We took advantage of it and created an entire campaign that relied heavily on new media & technology.

The campaign presents the game's dual reality across all kinds of media and asks users to participate in the upheaval of the authorities. Through technology, we are empowering the users with some of Dante's powers (namely the ability to see - and expose - both the physical and Limbo worlds and how they overlap).

We achieved this using technologies including augmented reality, location & mission-based mobile apps and social media.

We created the Raptor News website as part of the teaser phase of the campaign. Its over-the-top right wing agenda is similar to Fox News, combined with the ridiculous satirical humor of The Onion. The objective of the site is to introduce the antag…

We created a microsite for 'The Order', a movement similar to Occupy. Users that joined received various missions that were completed using the Eye of Dante app. We also incorporated a leaderboard based on the number of completed missions.

"Virility" soft drink microsite. This beverage played a major roll in the game so we felt it was necessary to bring to life with its own microsite and billboards

Eye of Dante mobile app - Tying into the theme of the video game, the Eye of Dante app gave users the power to see hidden messages in the real world with augmented reality. The app was the focal point of the campaign as users had to complete several…

Package art - also an augmented reality trigger

Devil May Cry Game Launch

View other projects below