“Unleash the Beast”

ROLE: Creative Strategist
FOCUS: Audience insights, campaign platform, go-to-market strategy

Overview

I wanted to make a Spec campaign for Sony/ Playstation, and decided to do it for Marvel’s Wolverine, which is a game in development by Insomniac Games, but to be published by Sony.

What do you do when fans are furious, the brand is silent, and the world’s most brutal hero hasn’t spoken in years?

This spec campaign imagines how Sony could launch Marvel’s Wolverine by turning marketing silence into narrative tension and player frustration into rewarding gameplay catharsis.

As campaign strategist, my goal was to tap genuine player sentiment, leveraging social listening and past PlayStation successes to create a global, culturally resonant platform.

INSIGHT: This audience doesn't need hype - they need release.

Audience Truth & Social Listening

Before building the campaign, I went directly to where the fandom lives:

Reddit threads, YouTube comment sections, TikTok edits and X posts reacting to trailers that never came. What I found wasn’t apathy, it was obsession. Players were angry, nostalgic and desperate for something to care about. The teaser dropped years ago, and since then? Nothing. No trailers. No dev updates. No gameplay.

This wasn’t just a content gap - it was a trust gap. These weren’t casual fans. These were deeply invested players begging for proof that this game still existed and if it did, that it would be raw, brutal, and worth the wait.

Strategic Insight & Tension

Players aren't scared of Wolverine’s rage - they crave it. Rage, for fans, means emotional release, cathartic gameplay, and empowerment.

Combined with years of marketing silence, this creates an explosive opportunity:

Fans are ready to unleash. They’re just waiting for the game to go first.

CAMPAIGN PLATFORM: Unleash the Beast
Rage, refined—not reckless.

➝

Be Greater

Be Yourself

Unleash the Beast

CAMPAIGN IDEA: What If Rage Was the Reward?

While Spider-Man emphasized control, Wolverine represents release. Players are invited to finally unleash built-up anticipation through primal, powerful gameplay.

Campaign Concept & Tonal Pillars

| VISCERAL GAMEPLAY
Brutal combat, powerful DualSense haptics, deeply satisfying feedback.

| AUTHENTIC FAN SERVICE
Classic suits, accurate lore nods, and nostalgic emotional resonance.

| CATHARTIC RELEASE
Channeling fan frustration into impactful, memorable moments.

Signature Activations

1. “Blurred Brutality” Teaser Series

“Too brutal to show.”
Short TikTok and YouTube videos featuring blurred, censored gameplay clips with intense audio.

2. Daily Suit Countdown

Daily reveals of iconic Wolverine suits with engaging lore and perks.

3. “Marked by Wolverine” Influencer Livestream

Influencers receive claw-slashed PR kits, participate in global livestream events, and share Wolverine-themed temporary tattoos.

4. “Rage Filter” AR Lens

Shareable Instagram and Snapchat lens overlaying animated Wolverine claw marks and visual rage effects.

5. “What Kind of Beast Are You?” Interactive Quiz

A fun microsite quiz matching fans to a Wolverine combat archetype, unlocking shareable results and in-game rewards.

Influencers who authentically represent the Wolverine spirit:

| Macro Creators: Gameplay reactions, live-launch events

| Niche Creators: Comic deep dives, cosplay, detailed lore analysis

| Regional (ANZ): Local Twitch and YouTube talent, culturally relevant activations

Influencer Strategy

Global Scale & Cultural Calibration

US: Heavy X-Men nostalgia, Comic-Con tie-ins

LATAM: Animated series nostalgia, “Libera a Fera” adaptation

EU: Darker cinematic trailers, streetwear collaborations

ANZ: Sydney Harbour claw reveal projection

Speculative Results Framework

Anticipation: Trending #UnleashTheBeast, viral teasers

Conversion: Pre-order lift from interactive quizzes, influencer-driven traffic

Community: High UGC engagement (cosplay, fan art), sustained post-launch player activity

CREATOR'S POV

I built this campaign without insider access - just research, deep fan empathy, and strategic intuition. Wolverine deserves more than empty hype. He deserves authentic emotion.

That’s what Unleash the Beast delivers: not just rage, but meaningful release. Not just noise, but narrative. Maybe not "politically correct", but what the fans actually want.