Grand Theft Auto III Launch Campaign
Rockstar Games / 2001

The goal was to build excitement around a mature-themed open-world title by showcasing open-world gameplay and the intricately designed, living, breathing city of Liberty City and crafting a launch narrative that balanced controversy with cultural relevance.

Challenges

  • Public concern over the game’s violent, adult content

  • Limited precedent for open-world 3D storytelling

  • High stakes launch in a crowded release window

Approach

  • Captured cinematic in-game screenshots that showed off scale, tone, and interactivity

  • Shaped PR messaging to frame the title as a narrative and technical breakthrough

  • Created visual assets and gameplay clips for retail, press, and digital channels

  • Collaborated closely with developers, artists, and producers to stay aligned on tone and story

  • Emphasized Claude’s story arc without relying on dialogue, focusing on visual storytelling

Illustration by Stephen Bliss

Outcomes

  • #1 best-selling game of 2001

  • Tens of millions of units sold

  • Sparked a global conversation around video game storytelling

  • Set a new industry standard for open-world design and mature narrative

  • Cemented Rockstar Games as a major creative force in gaming