FORTNITE x ERRYBODY AND THEIR FRIEND

Fortnite is all about the characters.
While at Robot I got tasked with increasing the game’s cultural relevancy by promoting their athlete, fashion, and entertainer partnerships.
I got to make campaigns for LeBron James, The Weeknd, Coachella, Naomi Osaka, Giannis Antetokounmpo, Ralph Lauren Polo, The Kid Laroi, Patrick Mahomes, Wu Tang, Naruto and plenty more.

RALPH LAUREN POLO
'When Two Become One’

For Polo’s first foray into the metaverse we kept things easy and simply convinced Ralph himself to let us to fuck with his iconic logo.
The first time that’s ever happened in the brand’s 50 year history.

FORTNITE CHAMPIONSHIP SERIES
'Party in the eye of the storm'

Fortnite wanted to give their e-sports final a makeover that would give casual fans a reason to tune in.
Obviously any big final needs a halftime show, so that’s what we pitched.
We worked with their team to find a suitable PG talent (Lil Uzi’s dreams where dashed last minute), create the visuals, choreograph the show and the broadcast plus all the usual promo stuff around it.

THE KID LAROI
'Battle of the Laroi’s'

I’ll get around to a proper write up eventually, but essentially The Kid Laroi was entering Fortnite with a music experience and two outfits.
So we thought why not have the two sides of The Kid Laroi wage battle for his soul?

We sent out a black light graff’d up seeding kit complete with throwback CD

And then we obviously had to get Kenny Beats together with Vince Staples to play the experience and then make a trap remix of The Kid Laroi’s music using Fortnite sound effects.

 FORTNITE x MAHOMES
'Become the Gladiator'

During the development process Patrick Mahomes told us two key things about himself:
He’s got a gladiator mindset and he has mad respect for LeBron.
So to welcome him into Fortnite we turned him into a futuristic Gladiator and had him pay his respects to those who’d entered the arena before him.
We then took the concept on the road, recreating the hall of icons from the film in Kansas City for fans to visit before a game.
And to top it off we developed a playable speed run mini game in Fortnite for fans to show if they have what it takes to become a gladiator.
We shot the film on an Unreal Engine powered XR stage, becoming a best practice case study along the way

KHABY LAME
'The Simplifier'

For TikTok icon Khaby Lame’s entrance into Fortnite we leaned into Kaby’s trademark goofy ‘there’s an easier way’ humor. We create a side quest off the main season’s heist theme for his stand alone trailer and supported it with a bunch of TikToks centered around his journey into the game.

GIANNIS ANTETOKOUNMPO
(we didn’t name this campaign)

To announce Giannis’s arrival we had his Greek and Nigerian selves bond over their mutual admiration and shared pronunciation problems while dropping into the game. We took the amazing outfits the iconic team at Ironhead Studios fabricated for the film to Fiserv Forum for a fan photo moment and extend the world of our campaign into Fortnite with a modified capture the flag mini-game.

NAOMI OSAKA
'An Original Spirit'

To celebrate Naomi Osaka’s arrival in Fortnite, we created a campaign that showcased her many different influences and passions.
Our launch film told her story in her words.

We put up a one off mural near some of her favorite stores on Melrose to give her something special to flex on social.

And we collab’d with 3 female artists to create works that were inspired naomi's outfits.

We chose Nicole McLaughlin, Britney Tokyo and Keia Kodama based on Naomi’s passion for sustainability, nails and sneakers.

WU TANG
'Journey to the 37th Chamber'

To launch the Wu Tang partnership we made an 8 minute long homage to classic Kung Fu films, shot entirely in Fortnite and VO’d by Rza and Young Dirty Bastard.

And we took the campaign to the streets with nation wide paste ups that remixed iconic Wu_Tang lyrics with Fortnite slang

MEGA
‘Season Launch’

For an anime inspired season we went with Neo-Tokyo inspired trailer that peaked as number 2 on YouTube trending.

We also released a GIPHY pack of the Battle Pass characters striking iconic poses true to the medium as a way of building hype for the characters players would be able to buy

THE WEEKND
'Fortnite Festival'

As the first icon entering Fortnite’s new musical vertical, it was important we stayed true to The Weeknd’s personal brand. So wet teamed up with BRTHR, his frequent directorial collaborators to create a futuristic Weeknd concert filled with IYKYK easter eggs that reference his rise.
And then we launched it with a series of guerrilla projections at key sites related to his fandom’s lore in Toronto, Mexico City and LA.

NARUTO
'Seek The Ninja Way'

To announce the arrival of beloved anime Naruto, we seeded a select group of tastemakers at the intersection of gaming and culture an over-sized Fortnite x Naruto bento box that extended Naruto lore by creating a new village of ninjas.

Inside they discovered a chūnin flak jacket and ninja headband that teased Naruto’s in-game arrival.

FORTNITE FESTIVAL
'Take Your Stage'

To launch Fortnite’s music spin off we gave it a platform line and a visual direction that took its cues from festival related iconography like wristbands and line up wheat paste posters. And then we put on some parties for influencers and streamers.