THE ASK

Gaming titan WD_BLACK needed a fully-integrated campaign for their new line of storage SSDs, along with a Call of Duty partnership campaign. Purpose-built for gamers, these drives were designed to speed up load times, and get players in the game faster.

My team and I were later tasked with developing a Call of Duty: Black Ops - Cold War partnership campaign featuring three exclusive drives.

THE WORK

I was tasked with developing overall campaign strategy and copy. Given today’s massive game sizes and tech demands, gamers are constantly plagued with long load times. So while they wait, the rest of the world is already playing. This led to the brand campaign wrapper BECAUSE THE GAME NEVER WAITS.

I developed copy and messaging that spoke to the accelerated speed and benefits of each drive, while also highlighting the customizable RGB lighting feature that was new to the brand.

The launch deliverables included a video spot, point of sale, OOH, website, print, video, trade show graphics, datasheets, banner ads, Amazon pages and email - in other words, everything.

Role: Sr. Copywriter / Strategist
Agency: ELA
Client: WD_BLACK
Year: 2020