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
Activision Marketing Creative Team
Lead/Art Director: Shingo Araki, Carlos Aviles Orr
Production Designers: Carlos Aviles Orr, Carmela Villagonzalo, Henry Zurawski, Alexandra Anikeeva, Mallory B., Electa Royal, Ashley. Gray-Holcomb, Jaclyn Jessup, Kim Loya, Alexander Kaiser, Shingo Araki, Kyle Lescarbeau, Raven Cruz-Fadden
Left: Official MWII trailer made in conjunction with the entire cross-collaborative team.
Seasonal roadmaps and marketing images that inform players of the next round of maps, items, weapons and more. These are used to gain traction and hype throughout the previous season to keep players interested in what's next as well as give the marketing team a full understanding of what the players really wanted from the next season's iteration. These asset showcase everything arriving in-game from new maps, new game modes, weapons, weapon charms, characters skins and more.
In-game and external promotional pieces for Snoop Dogg's operator skin and accessories. Labeled as "Return of the Shizzle", we kept with the Gangster Rap, West Coast theme of the popular hip-hop artists' persona through gold trim, hazy effects and Crip-colored accessories.
Other seasonal roadmaps where thematic to the US/Global holidays being observed in-game and externally. Above we see a roadmap that includes fully-licensed operator skins, live stream events, beta events for the upcoming game, and more. MWII was a great testing ground for the use of our newest brand standards which eventually worked its way into the newer title, MWIII.
Multiple licensed IP's were included with a handful of seasonal content to garner further interest from different subsections of pop-culture fans. Everything from Anime, 80's horror films and cross-collaboration with internal IP raised the player count in Call of Duty which garnered higher returning players and consumer interaction between the products and social media platforms. These promotional marketing pieces and roadmaps are internally considered production pieces, as most of the assets used to create these are provided by studio, stakeholders and executives.
Special promotional weapon which featured the well-known character IP, Crash Bandicoot. Cross-promoting the different Activision Blizzard IP's within each game was not an easy feat as there are multiple teams' approval needed prior to execution. At the time of this promo, Crash Team Rumble was at the forefront and had just launched. Stakeholders wanted to continue bringing attention to the lesser-known game through a more robust IP with larger PVP (player versus player) community following.
End-game credits for Modern Warefare II which include the entire development team, public relations, human resources and Marketing Creative.
My primary role during the game's inception and marketing was primarily supporting Art Direction and production work as needed. Some assets that were created with the Marketing Creative team ended up as in-game assets and external pieces which assisted in the overall success of multiple, fast-paced marketing campaigns.
