To launch the decade’s most anticipated title, traditional advertising felt redundant. We didn’t just advertise GTA VI, we hired for it. We infiltrated LinkedIn with real job postings for Vice City’s parody brands, using deep lore to filter true fans. The process escalated from AI-driven NPC interviews to a live experience inside the Ocean View Hotel, rebuilt to mirror its in-game twin. We made fiction tangible, rewarding the most dedicated recruits with exclusive Early Access and a permanent role as NPCs within the brands they applied for.
Brand: Rockstar Games / GTA VI
Role: Art Direction
Credits: Jorge “Fire” Nahed & Sebastián Cadena
Role: Art Direction
Credits: Jorge “Fire” Nahed & Sebastián Cadena
Conceptual Campaign