Objective
Design a quick-response to the large-scale gaming industry controversy regarding loot boxes (paid random content in games) which ESRB is held accountable for. As the video game age rating association, the gaming industry turned to ESRB to create safeguards/warnings to protect children who play games with loot boxes and individuals who are affected with a gambling addiction.
Role
I was the project lead on this campaign and, within a two week span, managed the creation and implementation of the full response to the controversy, which included: a micro-website (English, Spanish, French), animated video (English, Spanish, French), social posts, and press release.
Result
The campaign successfully conveyed ESRB's response and the steps taken to address concerns. It had enormous impact and implications for the gaming industry as a whole. The micro-site received over 100k views and the animated video reached over 500k views.
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