Cut+Run’s Pete Koob Delves into State of Decay 2 For 215 McCann

In anticipation of the highly awaited May 22nd release of State of Decay 2, agency 215 McCann collaborated with Cut+Run editor Pete Koob and director Isaiah Seret of Biscuit to craft the bone-chilling “Apocalypse Diaries” campaign -- one that is rife with gripping intensity and ends on the unanswered question, “How Will You Survive?”

State of Decay 2 is an action-adventure zombie-survival game developed by Undead Labs for Xbox One and Windows 10 PC. In this dynamic world you face unrelenting hardships and tribulations as you navigate life-threatening decisions and build your own survivor community. The “Apocalypse Diaries” campaign features films documenting two strangers and the choices they make to survive in a post-apocalyptic world. When their stories converge, it is revealed that their fates have been determined not by zombies – but each other.

“Collaborating with Isaiah and the crew at 215 McCann is always satisfying because both director and agency focus on story and character on a deeper level than typical advertising projects,” says editor Pete Koob. “The goal of these films was to elicit a raw and emotional response that would only be possible if the audience felt a genuine connection with the characters. These are the kinds of stories that are really fun to work on because they hint at a much deeper human drama and feel like they’re part of a larger narrative.”

215 McCann seeded the video diaries in scavenger survival packs sent to zombie-loving, doomsday-prepping influencers all around the world before media support kicked in. Buried among the bandages, food and clothes was a camcorder loaded with the premiering footage of one of the survivors. The campaign is running globally on paid media.