We were approached by Square Enix to pitch for the upcoming Final Fantasy XIII game launch. The game represented a huge opportunity for me personally, as I’ve been an avid fan of the series ever since Final Fantasy VII for the original Playstation.
We worked closely with the developers and brand managers at Square Enix to craft a campaign that would be true to the game and more importantly, the characters. The idea centered around the notion that all of the characters were conflicted between the classic fight of good and evil. This gave rise to the tagline and campaign idea “The Battle Within Begins.” The line ended up not just in the adverting but also on the came cover art itself.
Client: Square Enix Ltd.
Product: Final Fantasy XIII Game
Agency: Saatchi & Saatchi