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playstation / horizon zero dawn

the brief

sony came to us to launch their highly anticipated game, horizon zero dawn. hzd is an action role-playing video game developed by guerrilla games and published by our client, sony interactive entertainment. the plot revolves around aloy, a hunter and archer living in a world overrun by machines. the launch had to match the anticipation surrounding the release of the game, which has since then sold over 7.6 million copies

here is how we did it

we took over the deus warehouse and recreated the aesthetics of the game’s environment in a post post-apocalyptic world. the guest list consisted of gamers and media who were invited to get a first look, play and introduction to the game.  we wanted to immerse guests in the space to make it feel like they were living inside of the game's world so we had an identical version of ally, the protagonist character, had an artists face painting guests, built an archery station and offered guests the opportunity to try the game on consoles placed throughout the venue.

Horizon Zero Dawn Community Event Credit Anna Kucera 077
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Horizon Zero Dawn Community Event Credit Anna Kucera 122 Horizon Zero Dawn Community Event Credit Anna Kucera 122
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the event encapsulated the excitement around the release of the game which incredibly, is the second biggest selling playstation 4 game

Horizon Zero Dawn Community Event Credit Anna Kucera 141
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