Naomi Osaka and Grimes espouse 'hope' in Blizzard's ad for Overwatch 2

Campaign via Cartwright was inspired by the game’s logo

Published On
Oct 11, 2022

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A new campaign for Overwatch 2, the sequel to the team-based shooter game Overwatch, focuses on a message of hope, together with celebrity cameos from the likes of tennis superstar Naomi Osaka and the singer Grimes.

The spot, “Unleash Hope,” created via Cartwright, took inspiration from the game’s logo, a circle with two internal lines that resemble a high-five. It features a series of scenes depicting hands coming together, and array of different characters and influencers including Osaka and Grimes. Both will also post about the new game on social media. (Osaka, a long-time fan of the game, has been part of other gaming activations, including getting her own Fortnite skin.)

“We saw the hands coming together in the logo as a reflection of one of the game's core principles, hope.  This campaign became an opportunity to reinforce what the game stood for and why Overwatch is so unique from another gaming franchise,” Keith Cartwright, founder and chief creative officer at Cartwright, said in a statement.

The spot was directed by BRTHER, which also made the music video for Grimes’ song “Shinigami Eyes.” The campiagn will also include will run across a series of outdoor ads in New York, LA, San Diego, Toronto, London and Seoul, and on Blizzard’s social media.

Overwatch 2 took longer to release than originally expected due to the cultural upheaval at Activision Blizzard around sexual discrimintation lawsuits and a slew of departing executives in the last year.

 

 

Two players grasp hands behind the Overwatch 2 logo

 

Credits

Date
Oct 11, 2022
Client :
Blizzard
Agency :
Cartwright
CCO :
Pelle Sjoenell
CMO :
Fernando Machado
Head of Marketing :
Todd Harvey
Senior Director of Global Marketing :
David Cushman
VP Head of Global Marketing :
Sam Saliba
Creative Director :
Jens Sjobergh
Global Marketing Manager :
Teresa Naff
Co-President/Chief Creative Officer :
Kevin Cartwright
Creative Director & Art Director :
Mike Abell
Creative Director & Copywriter :
Kevin Gentile
Head of Production :
Andrew Loevenguth
Executive Producer :
Joe Calabrese
Head of Account :
Marie Massat
Group Account Director :
Carsten Pruijs
Account Supervisor :
Aubrey Woolverton
Head of Strategy :
John Graham
Senior Strategist :
Kira Carl
Senior Business Manager :
Angelique Vargas
VP Head of Talent :
Natasha Howell
Film Production :
Serial Pictures
Director :
Brthr
Founding Partner/Executive Producer :
Violaine Etienne
Head of Production :
JP Columbo
Executive Producer :
Sara Greco
Executive Producer :
Marc Benardout
Line Producer :
Luigi Rossi
Editorial :
Cabin Editorial
Managing Partner :
Maggie Meade
Editor :
Carla Luffe
Assistant Editor :
Chris Kelley
Assistant Editor :
Esy Bardon-Rafizadeh
Sr Producer :
Hope DuHaime
Executive Producer :
Adam Becht
Color :
Rare Medium
Colorist :
Fergus McCall
Executive Producer :
Heath Raymond
Animation :
Conner Griffith
CG :
Digital Domain
Executive Producer :
Darren Jaffe
Senior Producer :
Rachel Wheeler
VFX Supervisor :
Matt Dougan
CG Supervisor :
David Liu
VFX :
Digital Domain
VFX :
Delicious VFX
Conform / Post :
Shape + Light
Mix & Sound Design :
Sound Lounge
Sound Design + Mix :
Tom Jucarone
Producer :
Camila Aravena
Music Artist :
the Yeah Yeah Yeahs
Arrangement :
Human Worldwide
Director of Music :
Kurt Steinke
Footage :
Go License

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