Over the top of the top.
The gaming world’s most extra third-person shooter was releasing a sequel. We gave it the Hollywood sequel treatment.
We shot the trailer to feel like a summer blockbuster for the next big action movie franchise. The beta trailer was packed with so many game features it was hard for even the narrator to keep up.
Just as every great superhero blockbuster inspires cosplay, on social we encouraged "cosplanting:" dressing your houseplants, fruits, and vegetables as the game's Plant heros. First we recreatied moments from the trailer with our own homespun IRL versions, and then followed up with how-to instructions to do your own cosplant.