Head First creates campaign for new Resident Evil game
Videogames company Capcom has worked with Head First on a campaign to promote new game Resident Evil: The Darkside Chronicles.
Manchester advertising and design agency Head First has created print and online ads to promote the horror game, which is released in the UK on November 27 for the Wii console.
The agency was given the brief by Capcom following its previous work for the developer and publisher on a campaign to promote Resident Evil 5, which has sold more than five million copies worldwide.
Dominic Matthews, Capcom's brand manager, said: "Resident Evil: The Darkside Chronicles plays like an interactive horror movie - it's a genuinely scary game. This is the key message of the creative.
"We've taken the feel of traditional Wii advertising - the perspective, the living room, the couple - and injected the feeling of fear that Resident Evil brings."
Carl Pugh, creative director at Head First, said the agency was charged with showing how the game's "fear" factor would manifest itself when playing it with the Wii's controls.
"Our approach was to deliver emotionally charged core creative which would leave the consumer in no doubt as to the experience they could undergo," Pugh said.