The [a]list Brand Leadership Group

The King of the Iron Fist Tournament is back! With over 40 fighters to choose from, this battle has just turned into an all out war! Our main goal for this campaign was to boost anticipation and remind the fans why they love the Tekken franchise so much. To do this we utilized a gorgeous new art style that grew out of the iconic American fight card look. Starting from there, we proceeded to build an entire online mini-tournament to not only re-establish the characters, but also to create a buzz in the fighting gamer community. We proceeded to make over 40 individual trailers for each and every fighter in the game. Then, utilizing a standard bracket system, we built a website for viewers to vote for their favorite fighter. The response was spectacular. With numbers through the roof, we finished the campaign with an amazing CG trailer that showcased the main characters and pumped up the action for a fantastic finale.