Bethesda Softworks Starfield
Problem
Bethesda was planning a grand return. The studio's first new universe in twenty-five years demanded more than a campaign. Science fiction had grown dark; saturated with super soldiers, spectacle and familiar tropes, the genre had lost its sense of wonder. Making adventure in space feel genuinely awe-inspiring again called for something it hadn't yet seen.
Background
Our relationship with Bethesda spans two decades and two of gaming's most iconic universes: The Elder Scrolls and Fallout. Starfield was new ground: new IP, no established audience, nothing to stand on but ambition.
Ambition
To evolve Bethesda's legacy with the most successful launch in the studio's history. To make the moment as vast as the universe it was creating. To build a new brand spirit for the next generation of explorers, dreamers and creators.
IDEA A call to the next generation of explorers
We began where all great journeys do, with the explorer’s spirit. By creating a new brand ethos, Forever in Adventure, the marketing, brand and game would speak with one unified voice. Through Starfield’s distinct identity, Bethesda would call upon the next generation of explorers, dreamers and creators.
One brand spirit. A new universe. Forever in adventure.
Role
Brand identity
Created Starfield’s brand spirit and identity from the ground up. Forever in Adventure shaped the strategic and visual foundation for everything that followed.
Game UI
Established the UI concept, aesthetic and experience principles for the game’s interface, delivering prototypes and assets that shaped the final implementation.
Content campaign
Created a documentary series that gave audiences an inside track to the studio, its leaders and the ideas shaping the game before a single trailer dropped.
World building
Produced animated short films to immerse audiences in Starfield’s world; its characters, tone and lore, giving fans a universe to explore before they ever picked up a controller.
Live stream events
Shaped the global livestream events that unveiled Starfield to millions, capturing the scale of the universe on stage.
Launch film
Made a launch film following a young girl’s imagined journey through space, set to an orchestral rendition of Sir Elton John’s Rocket Man.
Campaign
Took Starfield to the world. Executed a global media campaign across more than 30 countries and every channel.
Partnerships
Supported partnership activations that extended the game’s message, including designing a custom court for the New York Liberty basketball team.
Results
Starfield became the biggest launch in Bethesda’s history. Pre-launch content built the anticipation. The launch confirmed it. The universe landed. The adventures are ongoing. The numbers speak for themselves.
10M
Players in launch window
#1
Best-selling game in launch window
13%
Quarterly revenue Y-to-Y increase driven for Xbox
Grand
Design
Gold
Design
People’s Choice
Graphic
Gold
Animation
Gold
Integrated Campaign
At the frontier
Starbucks
Loyal to coffee culture
Volvo
EX60 Reveal
Miami Design District
Where culture comes alive
