ジーナ・アバティエロ
アートディレクター
Turning a fast-turn influencer brief into a franchise-shaping creator campaign
Before launch season, Bethesda put out an RFP to re-energize the Fallout franchise, spanning Fallout 76, Fallout 4 Anniversary Edition, and the upcoming Fallout TV series.
The ask: create a global influencer campaign that connected all three worlds through story and community.
We had one week and three days to deliver.
My Role: Art Director
Agency: Ayzenberg
Team: Lara Holland, Senior Copywriter; Justin Calubayan, Associate Creative Director; Drew Manese, Creative Director
As Art Director, I led concept development and design for the pitch, partnering closely with copy to shape the creative platform and bring the ideas to life.
I helped develop W.T.F. and C.A.M.P. Hunters, translating the brief into concepts that could feel native to creators while still staying true to the Fallout universe.
Beyond the ideas themselves, I helped turn a fast-turn launch brief into a bigger campaign direction that could stretch across multiple expressions of the franchise.
Strategy: N.E.A.T.O.
N.E.A.T.O. was a strategic framework built around the humor and chaos that define Fallout’s world: Nostalgia, Exploration, Absurdity, Togetherness, and Ownership.
From there, each idea was designed to celebrate what has always made Fallout special: its community, the weird and wonderful survivors of the Wasteland.
Creative Platform
Using N.E.A.T.O. as the foundation, we built a flexible creator platform that could support multiple expressions across the Fallout franchise.
Each idea explored a different side of fandom, but all were rooted in the same community-first strategy.
W.T.F.
[What the Fallout]
Turning chaos into connection, W.T.F. captured those “did that really just happen?” moments that define Fallout, transforming the franchise’s signature absurdity into a social-first creator platform.
C.A.M.P. Hunters
What happens when House Hunters goes post-apocalyptic?
Fallout 76’s C.A.M.P. system lets players build everything from scrappy survival bunkers to lavish Wasteland mansions. We parodied real estate shows by teaming up with top C.A.M.P. builders and skit creators for comedic tours of the game’s most over-the-top homes.
“Great location and wonderful views... if you don’t mind a little radiation.”
The series celebrated the creativity of Fallout’s community while tapping into the cozy, HGTV-inspired humor that made the idea instantly recognizable.
Because even at the end of the world, someone still has to host the open house.
The Results
We won the pitch and helped grow the original brief into a broader creator campaign for the Fallout franchise.
W.T.F. became a standout concept, receiving 60% of the total budget and helping lead the final campaign direction.
Both featured ideas also performed well in market:
W.T.F.
15.09M views
794.39K engagements
10.42M reach
C.A.M.P. Hunters
14.01M views
188.23K engagements
9.09M reach