Activision’s Call of Duty: Black Ops 4

An immersive experience to launch video game

H+K supported the ground-breaking, historic launch of Call of Duty: Black Ops 4. The game’s release introduced a new battle royale mode to Call of Duty, Blackout, alongside Multiplayer and Zombies modes. Thus, a challenge was set by Activision to celebrate the launch of the game in an innovative and imaginative way that emphasized the Black Ops 4 innovations and new Blackout mode. We created a surreal new gaming experience, taking the traditional late-night gaming environment to a whole new level while incorporating the game’s ‘Black Ops’ identity.
We partnered with the creators of the world’s darkest man-made substance, Vantablack, to build a gaming experience within a room coated in Vantablack VBx2. Vantablack absorbs virtually all light, in fact it reflects so little light that it created an ultimate “Blackout”. Attendees would be immersed in the game, losing all depth perception, plunged into total darkness, with nothing in sight but Call of Duty: Black Ops 4.

For the first time, we coated every interior and exterior wall of a space in the substance, creating an endless void in which to play the game. Across two days over 30 selected press and creators from around the world experienced Call of Duty: Black Ops 4 in total blackout.

Results included over 150 pieces of global coverage generated with potential reach of 450M for the event coverage alone. The campaign received 260K video views on Instagram and 200K

Sector: Technology

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