Modern Warfare II given high-octane anamorphic launch by Amplify


To launch Modern Warfare II, the latest release from the Call of Duty franchise, Amplify, the global creative agency specialising in experience and culture, showcased the game’s central characters in bespoke anamorphic billboards in London, Los Angeles and New York.

Modern Warfare II OOH launch

Smashing through the screen, the spot shows Sergeant Johnny MacTavish, attempting a mission by cracking through a glass door. 

Lieutenant Simon Riley, also known as Ghost, then commands attention as he appears from the undergrowth wearing night-vision goggles.

Tyler Bahl, VP and Head of Marketing, Call of Duty, said: “The scope and scale of Call of Duty: Modern Warfare II demanded a larger-than-life global campaign. 

“We partnered with Amplify to create anamorphic 3D OOH, which provided the canvas and technology to use our iconic heroes in a massive show-stopping way. 

“It extended far beyond the locations themselves and we saw huge amplification and resharing throughout our community.”

The high profile launch also stood out as Amplify’s first piece of work for Activision in the US.

Amplify’s CCO Jeavon Smith commented: “In Call of Duty: Modern Warfare II the ultimate weapon is team. 

“So we created a real world narrative, showcasing the central characters across anamorphic canvases – as Taskforce 141 ‘Go Dark’ in New York and London. 

“A format breaking immersive OOH campaign, that sees operators infiltrate iconic locations around the world.

Amplify collaborated with Inertia Studios on the 3D anamorphic with London’s Piccadilly Lights providing a perfect spot for the action, a bespoke ad featuring the other Taskforce 141 operators was placed in New York’s Times Square.

Earlier this month, Amplify worked with Territory Studios to tease the launch of Call of Duty: Modern Warfare II, with a takeover of SoFi Stadium’s ‘Oculus’ Video Board, which features 80 million pixels.

Modern Warfare II is available worldwide now.