The [a]list Brand Leadership Group

The franchise that ushered in gaming violence regulations and the founding of the ESRB will always have a spotlight on its gore. So we stepped right into that spotlight to create the SHADOW CAMPAIGN for the franchise's return to true form. The 360 campaign for MORTAL KOMBAT's 9th game leveraged the notoriously censored Fatalities, by showing them in shadow. The teasing solution shows all the combat action except the Fatality, leaving the most gruesome part to our vivid imaginations. The clean iconic images also serve as impacting franchise icons, heralding the return of the fighting juggernaut. This game also marked the first major foray into the next generation of console gaming. We started the next chapter by updating the classic logo with a fiery new brand mark. Then we started a series of initiatives across the social, TV, and web arenas. The fight went social on the very first Mortal Kombat Facebook page, now over 2 million fans strong. Our motion graphics department pioneered a new style of video vignettes to give backstories on 10 of the characters for the new generation of MK players. We went after the mass with a humorous TV spot and after the gaming core with a top tier CG trailer.