Tomb Raider Definitive Edition
After a successful partnership with Crystal Dynamics on the release of Tomb Raider I-III and other titles, we ventured forward with Lara on her more recent adventures to bring the 2013 release to the newest gaming platform: Switch 2.
I transitioned from Multimedia Designer to Brand Manager on this project. This campaign really came from the heart. I played this game when it originally released and I had a strong affinity for this climbing action hero and her passion for all things ancient and mysterious. After replaying the game a couple times through, I thoroughly researched the original launch and subsequent release of the Definitive Edition in 2014. Because we decided on a shadow drop, I planned out a massive amount of heavy hitting content for it’s first week.
Collaboration is streamlined with good tools and processes. Creating the right pipeline for creative feedback keeps the project moving forward, even with tight turnarounds.
Social & Relationships
After successfully launching 3 projects and 2 bundles with Crystal Dynamics, we built a very strong ground for a trusting relationship. It allowed me a lot of flexibility in terms of creative; I already knew what they wanted and how to deliver above their expectations.
This is a port to newer platform with no updates or changes to the game, and had a shadow drop (released on announce day), so there were minimal expectations and no precedent for this type of release. I planned an impactful campaign for launch week with 69 videos and hundreds of screenshots.
Despite the low lift for this project (ports are much faster than remasters) and smaller expectations, we blew past our launch day goals and continue to garner views (4.1 M at just over 4 days since release) with great partner support.
Media Placements
