The [a]list Brand Leadership Group

Never Face F.E.A.R. Alone. With this warning against fighting a paranormal war alone, we re-established this brand with a dark and mysterious campaign that pulled the focus away from Alma, the young villainess from the franchise, and placed it square on the shoulders of the dual protagonists of the new game. Using Point Man and Fettel, Alma's grown sons, we introduced a brand new concept into this very established brand: co-op. For the long awaited 3rd chapter in the F.E.A.R. franchise, we launched a massive 360 advertising initiative through all mediums, traditional to groundbreaking. We kicked it all off with three live action trailers, filmed in Bulgaria with acclaimed film director Marcus Nispel (Friday the 13th, Conan), then implemented the trailers' dark menacing tone throughout the rest of the campaign. Our web team channeled the darkness in crafting a unique web presence with a robust scare site and a Facebook portal to help spread the fear. To top off the campaign, we recruited the master of mass-market shock treatment, Marilyn Manson. Set to his death anthem "Four Rusted Horses," our launch trailer told the brooding backstory behind the upcoming paranormal war. In the end, we succeeded in establishing a darker and edgier feel for this brand that informed the audience that they should Never Face F.E.A.R. Alone.