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Call of Duty: Mobile Summer Festival

Guangzhou

The Call of Duty: Mobile (CODM) Summer Festival was a pivotal programme that bolstered the brand visibility of the CODM mobile game and its associated e-sports event. Pico was assigned to provide comprehensive creative design, construction and operation from 2-4 August 2024.

An interactive brand experience, the project encompassed everything about CODM, from a cosplay show to cars, a helicopter, and an E-sport league match final. Each element was crafted to bring a sense of immersion and community belonging to players, fostering their engagement in both online and offline brand interactions.

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Insight

A comprehensive approach was taken to showcase CODM theme features. The team evoked the game’s essence by integrated its characters and car and aerial perspectives into the festival area’s design. The event effectively engaged mobile gaming enthusiasts and general audiences alike, offering them ample opportunities to share their user-generated content within the gaming community.

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Solution

Reproducing Game Sense

Drawing on their design and construction expertise, the project team translated the game’s ‘Shipment’ map into a digital blueprint, then built the entire festival area as a physical version. Meticulously realised with integrated gamified features, the space was optimised for hosting e-sport events and a variety of interactive experiences.

Themed Itasha Car Show

An attention-getting highlight was a CODM-themed ‘Itasha Car Show’ complete with cosplay performers who interacted with the audience. The show, coupled with stunt performances, aligned with the expectations of the event’s thrill-seeking target audience.

Aerial view

A helicopter circled the venue to offer panoramic views of the festival zone as well as the broader Guangzhou cityscape. Landing before the crowds, one of its doors opened to disembark a cosplay performer, surprising the visitors and further boosting excitement levels.

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