When the world was waiting for GTA VI, traditional advertising felt redundant, so we extended the game’s universe into real life. Vice City’s parody brands appeared in Miami with real job postings on LinkedIn, OOH and social media, leading fans to Vice Jobs where an AI NPC interviewed them in character. The most dedicated advanced to a live mission inside the Ocean View Hotel, rebuilt to mirror its in-game twin. Every detail was designed to feel native to GTA’s lore, making fiction tangible and giving fans their first authentic step into Vice City.
Brand: GTA VI / Rockstar Games (Student Project)
Role: Art Direction & Copywriting
Credits: Jorge "Fire" Nahed & Sebastián Cadena