These projects are Activision property. I do not own the rights to any of the materials in these projects. The imagery on this page is purely for demonstrative use only
Creative Leads: Brandon Schebler, Tina Shaw, Spencer King (video), Shingo Araki, Carlos Aviles Orr (COD Branding), and Raven Cruz-Fadden (Art Direction)
Story Team: Cory Byam, Rachel Jandak, Kaylee Barnes
Production Designers: Henry Zurawski, Alexander Kaiser, Electa Royal, Raven Cruz-Fadden
Motion & GFX: Miguel Monteagudo, Kate Park, Brad Mandas, Brandon Russ
(Left) Key shots and moments within the initial trailer pitch and cinematic title references that heavily influenced the final logo mark. The mark went through multiple iterations to capture the essence and authenticity of Dia de Los Muertos as celebrated around the world.
Introducing Hitmarker, a type family designed by KOTO, solely for the Call of Duty franchise. It’s rooted in classic military vernacular, big, bold and blocky but has been built with contemporary typographic principles. Hitmarker is a fundamental component of our new franchise’s identity and helps to bring visual consistency to all of our assets, components, IP’s and content.
Hitmarker comes in three distinct forms. A variable, a standard format and a text format. Each of these three different formats have different use cases. Our task for this trailer was to create a logo mark that utilizes the newly introduced Hitmarker typeface, but feels reminiscent of the traditional and new ways people celebrate Dia de Los Muertos around the world.

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