All the world's a gameshow. No pressure. Millions are watching.
The Finals had been live for eight months but needed renewed momentum to reach its full potential.
As the first agency brought in to support the title, our challenge was to reintroduce the game to a wider audience, drive new player growth, reignite excitement within the community, and strengthen long-term engagement.
We shaped a coordinated, full-service, go-to-market plan that brought together all creative and channel work into one cohesive ecosystem. Messaging ladders, channel prioritization, rollout beats — all designed to amplify The Finals' presence in the space.
We helped evolve the brand's toolkit to keep up with new gameplay modes and new platforms. That included updated tone-of-voice docs, platform-specific style rules, and flexible templates for rapid asset deployment.
The campaign kicked off with a high-impact trailer featuring gameplay setpieces, new specializations, and a slick VO to hook in lapsed and curious players alike.
Vertical content became a bigger part of our strategy — fast-paced edit bursts built for scroll-breaking moments.
Whether it was the launch of Kyoto, the Terminal Attack mode, or new meta moments, these assets met players where they spent their time: on TikTok and Instagram Reels.
On X, we leaned into reactive and topical formats, tapping into meme culture, community wins, and in-game chaos. We made the tone bolder, cheekier, and less formal — creating a feed that felt more like a player than a publisher.
Destruction of the Week
This community-first format put the spotlight on player creativity. Every week, we celebrated the best user-submitted clips of wild destruction, turning chaos into content and encouraging repeat play and sharing.
The Finals Academy
Built to help players of all skill levels level up. Each week, THE FINALS ACADEMY dropped practical tips, meta breakdowns, and strategic insights — wrapped in our fast-paced, high-style creative language masquerading as THE FINALS broadcast hosts, Scotty & June.
The Finals 101
We evolved the format with more interactive posts, carousel explainers, and motion-first assets. A go-to TikTok content hub for anyone wanting to get better — without ever reading a wiki.
Influencer Activations
We worked with streamers and creators to build hype with briefings, early-access assets, and custom destruction montages.
Our goal: make THE FINALS the game every FPS creator wanted to jump into live.
A previously dry space became another brand voice moment. Patch notes were reframed as premium updates — still functional, but full of style. This encouraged better engagement from core fans and made updates feel like part of the experience.
Over the course of our 12 month relationship, we supported with strategy, influencer and social content to deliver on business goals for the IP. Working with sister companies fortyseven communications and DMM across PR and Social, we were able to deliver a full service package for Embark.
