MTN DEW + Call of Duty – The Shadows Within

For the second consecutive year, I have had the privilege to share efforts with this super talented team at Firstborn to build a multiplatform digital hub for Mountain Dew’s biggest promotion of the year.

As users entered codes and unlocked 2XP in Call of Duty: Black Ops III Zombies mode, they were also treated to an exclusive cinematic experience. Firstborn created exclusive content, exploring the backstories of Zombies mode characters.

Users were invited to use their webcams to put their photos into scenes from the world of Call of Duty—weaving them into the Zombies’ backstory and delivering a personalized, shareable media experience.