To cure Gen Z’s vaccine skepticism, we created VAX-OPS, a custom Call of Duty Zombies expansion that subverts the shooter genre. We swapped bullets for vaccines, shifting the core mechanic from killing to curing. This transformed a virtual game mechanic into a powerful tool to restore real-world vaccine confidence.
Brand: Call of Duty & Games for Change
Role: Art Direction
Art Director: Jorge “Fire” Nahed
Copywriter: Anna Barisone
Role: Art Direction
Art Director: Jorge “Fire” Nahed
Copywriter: Anna Barisone
Conceptual Campaign