EMOTIONNAL
ENGAGEMENT

For Mtime - Legendary - 2016

LICENCING STRATEGY
COLLECTION CONCEPT
PRODUCT DESIGN

            As the master licensee of Warcraft in China, we had the opportunity to build an overall strategy, articulating consumer products, promotionnal events, and exhibitions.

              The movie is based on a game where players chooses a team, and then spend years developping their forces to compete against each others. The core idea was to take advantage of the massive gamers community and to appeal to their competitiveness and sense of loyalty for their team. So all the products where conceived as opportunities to show their support and demonstrate their dedication.
              We pitched various potential partner brands to take part in the show-down, and engage with the fans by picking their side.

I designed a strategy for our partner, fashion group i.t. , letting some of their brands to support The Horde, while others would support The Alliance.

Beyond fashion, the strategy was implemented accross all categories, with partnership with multiple brands.