ABOUT

John Barton

THE BREAKDOWN

OVERVIEW
In an unprecedented collaboration, Thumbstoppers was tasked with delivering creative strategy and production of assets for the world's first whisky inspired by a video game – "The Last of Us Part II".

We collaborated with the innovation team at Chivas Whisky, Sony Playstation and Naughty Dog over a 6 month period to deliver bleeding edge creative to engage real fans and cut through the noise.

EXECUTION
Heavy collaboration: Over a five-month period, we worked closely with the Digital Spirits team at Chivas Whisky, Sony PlayStation California, and the incredible team at Naughty Dog. This collaboration was crucial to ensure every detail was replicated to the exact specifications of the game.

A #TLOU WORLD BUILT FROM SCRATCH
Everything from the model and shatter on Joel's watch face to scuffs on Ellies iconic guitar were meticulously recreated from scratch. The team at Naughty Dog provided invaluable input in collaboration, ensuring that even the most minor details matched the in-game environment perfectly.

OUTCOME
Engagement: The campaign garnered significant engagement across all platforms, with influencers and super fans generating hype across socials. Fans were impressed by the authenticity and creativity, sparking conversations about what was real world and what was computer generated.

Visibility: The unique concept attracted valuable media attention, leading to features in gaming and lifestyle publications across the US gaming and spirits industries.

Product Fomo: Fans feeling a connection to the collectibility and immersion in the campaign snapped up the limited edition introducing both brands to new markets in a fresh and cohesive way..