2K Games came to Wildlife with a task – how do they make a splash on social while engaging new fans and current fans of the Borderlands IP?
Our solution was to bring a fan-favorite character to life by creating a custom fabricated mascot based on the Shoomie character in the game.
From pitch to completion, I was heavily involved in the process of having the suit fabricated, casting the character actor, creating the look of the campaign, planning all of the various shoots, filming, and oversight of all the content.
The results? Fans couldn’t get enough of the Shroomie with a booty!
We concepted and worked with the fabrication studio to create a giant Shroomie that was sturdy enough to be used repeatedly across a variety of content shoots and locations.
Through trial and error, we crafted a giant screen-ready suit that our actor was able to comfortably perform in. We even traveled to PAX in Boston for 3 days where our Shroomie made an appearance during the main stage reveal, day-long fan interactions, hung out at the Gearbox booth, and of course a ton of on-the-fly content captures for the Tiny Tina’s social accounts.
Everything we captured was done down and dirty. No big budget shoots, so we had to get creative when concepting and planning each shoot. Everything was shot with the TikTok audience in mind, simple and not overly polished.
Shoots were held at a variety of locations – the Wildlife office, a park down the street from the fabricators, PAX convention and the hotel we stayed at, and a rented house for the Steam launch reveal. Each shoot was typically a 6–8-hour shoot where we captured around 5 to 8 concepts depending on complexity.
