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By Audrey Kemp, LA Reporter

December 5, 2023 | 4 min read

The new ‘Drop’ campaign follows Hutch, LegendofTi and other influencers as they freefall into the battle royale of Urzikstan ahead of the launch of Call of Duty: Modern Warfare III and Call of Duty: Warzone Season 1.

In an electrifying prelude to the Season 1 launch for Call of Duty: Modern Warfare III and Call of Duty: Warzone, Activision Blizzard has orchestrated a skydiving experience that propels famous gamers directly into the franchise‘s latest battle royale map, Urzikstan.

Set to debut on PlayStation, Xbox and PC on December 6, Season 1 not only introduces the map of Urzikstan, a fictional country in the game‘s universe, but unveils a host of additional content for Modern Warfare III‘s multiplayer mode, an infusion of fresh Modern Warfare Zombies content and more, all for free.

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To build excitement about this impending release, the gaming giant created ‘The Drop,’ a once-in-a-lifetime experience for popular content creators, including Hutch, LegendofTi, LuckyChamu, Nixstahh, ChristinaRoki and more, which drops them via parachute into the heart of the game‘s universe.

In the promo video, fans don specialized gear and parachutes as they take an adrenaline-fueled plunge into a simulation that replicates the opening moments of Call of Duty: Warzone, in which players free-fall from a massive military carrier via parachute toward Urzikstan, a fictional country featured in the video game franchise.

“Our players are at the center of everything we do and ‘The Drop’ is no exception,” said Matt Gilhooley, vice-president of consumer and digital marketing at Activision, Call of Duty. “With the launch of our new Call of Duty: Warzone map, we couldn’t be more thrilled to give our players the once-in-a-lifetime experience of actually feeling like they are dropping into the new map in such an immersive way – and their reactions have been incredible to see.”

Behind the campaign was a creative team, made up of creative agency Mutiny and Mirada Studios, which dedicated 28 days to transforming a skydiving tunnel by wrapping it with a massive 22-by-14-foot LED wall.

“It was incredibly important to us that it didn’t feel just like you were indoor skydiving in front of a TV,” added Noah Eichen, executive creative director at Mutiny. “There was so much R&D that went into how the in-game capture would work and building the screen experience to ensure that as that door opened and you saw the clouds and sky and moved out into the drop experience, everything in your body told you that you were really falling into the game.”

This campaign is running across Activision’s digital and social channels.

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