Tekken 8

Challenge

Activate Tekken 8’s urban campaign ahead of its global launch, transforming subway stations and Times Square into kinetic arenas that mirror the game’s "Fist Meets Fate" ethos.

Approach

Used staggered text reveals and high-contrast character clips synchronized across digital billboards, to create a real-world spectacle.

Client

Bandai Namco

Agency

Create Advertising

Roles

Creative Direction
Art Direction
Motion Design
Editorial

Storyboard
Exploration

Early concepts tested 12 fight sequences and character backstories through static storyboards, refining the “Fist Meets Fate” motif. Vertical text reveals and multi-screen transitions were stress-tested to ensure urban legibility, while character arcs were mapped to match the game’s narrative pacing.

Creative
Production

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Tekken 8

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