The Warriors Launch Campaign
Rockstar Games / 2005
Goal: Bring a cult film IP to life for a new gaming audience, create visually compelling content that honored the film’s tone and era, and build anticipation and fan engagement ahead of release.
Challenges
Balancing creative authenticity with gameplay marketing needs
Ensuring trailers and media reflected the unique combat and narrative style
Aligning cross-functional creative, editorial, and media teams across assets
Approach
Produced cinematic trailers that evoked 1970s New York and gang culture
Led creative direction on gameplay capture to highlight combat and world-building
Worked with BradyGames to produce a strategy guide that expanded on story and mechanics
Coordinated with PR and media to seed rich editorial content and lore pieces
Collaborated closely with editors, sound designers, and artists to keep all assets era-authentic
Managed cross-functional approvals to ensure message consistency across touchpoints
Challenges
Bring a cult film IP to life for a new gaming audience
Create visually compelling content that honored the film’s tone and era
Build anticipation and fan engagement ahead of release
Outcomes
Widely praised for faithful adaptation of The Warriors film
Strong critical reception, particularly for atmosphere and character design
Continued fan interest and frequent calls for a remake
Proved the viability of deep narrative adaptations in gaming
