Bethesda Softworks - Go for launch

Insight

With Starfield, Bethesda Game Studios sought to inspire the next generation of explorers, dreamers and creators.

To bring that sense of adventure and optimism to a global audience, AKQA collaborated with Bethesda Softworks on a launch campaign built on the universal human desire to discover answers among the splendours of space.


Idea

A launch film brought to life a breathtaking journey through the stars, capturing the game’s expansive scope and exploratory spirit.

Like every child throughout human history, a young girl looks up at the night sky and wonders what’s up there. When a chance encounter brings her face-to-face with a heroic explorer, her wild imagination envisions the incredible adventures waiting for her in space, all accompanied by a stunning orchestral rendition of Sir Elton John’s iconic Rocket Man.

The inspirational message of the launch film soared through media channels worldwide. In parallel with the debut of the launch key art, AKQA prepared fans for the final countdown to launch with material ranging from the smallest digital to the largest outdoor placements.



Impact

As release day neared, partner activations went live, extending the message and powerful visuals across culture, fashion and sport – including AKQA’s court design for New York Liberty at Barclays Center and stage screen designs for gamescom Opening Night Live.

Meanwhile, a series of social videos introduced Starfield’s core mechanics and gameplay to new gamers entering the fandom.

The campaign succeeded against every key metric, instantly making Starfield Bethesda’s biggest release in history. On day one, it had already claimed more than 6 million players and, one week later, a monumental 10 million players called Bethesda’s first new universe in 25 years home