The Creative Team: CW: Carl VanderZanden, AD: Sean Donnell, CD: Will Ulbricht

The Brief: Drive awareness and get gamers excited for Sunset Overdrive, a new title on Xbox with a Walking Dead meets Macguyver on LSD aesthetic.

The Strategy: Create Walter's Workshop - a digital experience where the bizarre weapons from the game were made for real and fans could test fire them at a virtual firing range.

The Results: Sunset Overdrive launched to much fanfare and the web experience we created was an official honoree at the 2015 Webby Awards.

Screen-grabs from the actual experience

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Behind the making of Walter's Workshop