
The World’s First Game Character Audition.
Sony Playstation - Uncharted 🎮
Brand activation
The Next Nathan Drake. The World’s First Game Character Audition.
We gave Uncharted fans the ultimate chance to go from couch commandos to actual in-game legends. The mission? Compete in a series of online challenges across the US and Europe, proving they had what it takes to be The Next Nathan Drake.
The best of the best were flown to LA, VIP-style, for a final showdown in the Sony Pictures Studios.There, they got real training from Nolan North and Emily Rose (yep, THE Drake and Elena)before facing one last test: a live audition judged by Naughty Dog and the Uncharted cast.
After epic battles, dramatic moments, and maybe a few slightly exaggerated action rolls, one champion emerged (Jeremy Gallant). His reward? A trip to Naughty Dog Studios, where he was forever immortalized as a multiplayer character in the next Uncharted game.
From gamers to heroes. Are you as good as Nathan Drake?
Client: Sony Playstation US / EU
Agency: FirstBorn Dentsu NY / Kong AMS
ECD: Hakan Coskunsoy
Visual designer: Toby Mok & Hakan Coskunsoy
Outcomes: Brand activation, visual design, OOH, social
Featured in: Adweek