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Alan Wake II
Remedy’s landmark sequel brings to life a new, nightmarish tale 13 years in the making. Joined by Epic Publishing and a flickering flashlight, we descended into the title’s depths to entice audiences with story, scares, and style.
Delivered Elements:
Creative Strategy
Launch Campaign Trailers
Social Content (TikTok & IG Focused)
Influencer Content
Services:
Campaign Content Strategy
Social Strategy
Influencer Management
Concepting & Script Development
Editorial
Game Capture
Custom Animation & VFX
A/V Post Production
THE PROLOGUE
REMEDY STUDIOS revels in making games that defy their source genre. Mind-breaking, mixed-media storytelling drives hits like Control and Quantum Break. Cult classic Alan Wake unravels its narrative with meta subtext and Twin Peaks-style. All of these titles — joined in a larger Remedy universe — are crafted with auteurship.
Everything is connected, yet nothing is what it seems.
THE CHALLENGE:
ELEVATE ALAN WAKE 2 (AW2) FROM ITS CULT CLASSIC ROOTS, SHOWING REMEDY’S BOLD NEW TAKE ON SURVIVAL HORROR AS WORTHY OF MASS ACCLAIM
Alan Wake 2 broadened the cult classic’s strengths into a fresh survival horror experience. Since the sequel arrived more than a decade after the original, our launch campaign had to first reignite the passion of the original’s fans, while also reaching a mass horror audience that is new to Alan Wake.
On top of that, we needed to capture the subversion that the studio’s games are known for. Most survival horror games rely on jump-scares and gore, but AW2’s scares come from psychological thrills. This meant each of our campaign beats had to be infused with a cerebral, eerie edge to stay true to the sequel’s core.
A SOCIAL TWIST ON FAMILIAR TROPES
AW2 flips both its narrative and video game medium upside down. This philosophy of twisting perceptions and familiar formats became the crux of our social campaign.
DUET TREE
Duets are a core feature of TikTok where one video splits into two. Using a myriad of evocative AW2 imagery, we teased viewers with the game’s mysteries by iterating on the familiar Duet format: our video starts with two splits. Then goes to four. Then sixteen. Multiplying over and over, until a whole new visual is created from the infinite-feeling splits.
CHANNEL FLIPPING
Throughout AW2, retro TV set boxes display an unsettling mix of flashbacks and live-action cutaways. On TikTok, scrolling through your FYP is the modern version of flipping through stations. So we mimicked the UI’s scroll transition to tell an AW2 story as if we’re flipping through the old TV’s channels.
