Horizon Zero Dawn

Work
Written By Shenise Wigfall

Horizon Zero Dawn

Category: New IP

Launching a franchise from zero brand equity to multi-million unit sales.

Strategic Anchor

  • Objective: Launch a new IP in a saturated open-world market.
  • Target Audience: Action RPG fans & Sci-Fi enthusiasts.
  • Big Idea: "Earth is Ours No More" — Visual storytelling highlighting the contrast between nature and machines.

Performance

  • Investment Return: Best launch for a new IP on PS4.
  • Growth Metrics: 2.6M sales in first 2 weeks.
  • Market Penetration: Strong uptake in Europe and NA.
  • Efficiency: High creative asset reuse.

Channel Mix

  • Paid: Cinema, TV, Large format OOH (LA/London).
  • Earned: Cosplay community activation.
  • Owned: Guerrilla Games community hub.

Operational Excellence

Full voice localization in key markets.

The Big Win

Times Square takeover featuring life-sized "Watcher" statues that reacted to pedestrians via motion sensors.

Shenise Wigfall