ジーナ・アバティエロ
アートディレクター
Launch Locked and Loaded
With Modern Warfare II and Warzone 2.0 on the horizon, the Call of Duty community was already locked in. The ask? Build hype and keep the fanbase engaged with fast-turn, social-first content that matched the energy of the drop. As Art Director, I helped craft a campaign that tapped into COD’s competitive spirit and meme-savvy culture, driving conversation across platforms and giving players a front-row seat to launch day intensity.
Role: Art Director + Designer, Copywriter / Creative Director: Robbie Wenger, Agency: Ayzenberg Group, Project Type: Social
MWII Beta Bracket Brawl
We kicked off the campaign with a fan-favorite: CODTopPlays. We turned epic beta clips into a head-to-head tournament, where followers voted on their favorites via Instagram Stories. The bracket sparked conversation and brought influencers into the mix as their clips advanced to the finals.
Followers voted on daily matchups using poll stickers, bringing in thousands of votes and keeping the beta momentum alive throughout the week.
To keep the conversation going, we launched a shareable playoff bracket graphic. Gamers and influencers whose clips were featured reposted, reacted, and rallied their followers, creating a ripple effect across the community.
COD Shop
Timed with the MWII release, we teased and promoted new merch drops, from tactical collabs to fan-favorite collectibles. Every post was designed to feel bold, branded, and shareable.
GIPHY Stickers
With limited launch assets, we got scrappy. I pulled key moments from trailer footage to create custom GIFs the community could use to react, celebrate, and express themselves. These GIFs quickly became part of the fan language on launch day.
