The Last of You
Integrated Campaign
Brand
The Last of Us
Key Message
Who would you be in the apocalyptic world of “The Last of Us?”
Target Audience
Existing fans of the game and show “The Last of Us.”
Goal
Attract existing fans of this world through immersive experiences to get them excited about the show's second season.
Interactive OOH
Microsite
IRL Experience / Premiere
Project Information
To promote The Last of Us Season 2, this campaign builds suspense through an eerie OOH activation featuring cryptic messages, worn-down survivor posters, and hidden QR codes leading to a microsite. The site immerses fans in a pre-apocalyptic narrative, highlighting Joel’s whereabouts and teasing the upcoming real-world experience. In the IRL activation, teams of two must navigate a high-stakes survival challenge—finding Joel while avoiding Clickers, solving puzzles, and enduring intense survival tasks. Blending escape-room mechanics with digital interactivity, this campaign transforms the emotional depth and tension of The Last of Us into an unforgettable fan experience.
Project Process
The project started with an in-depth analysis of The Last of Us’s themes—survival, loss, and human connection—to craft an experience that felt true to the show. The OOH campaign and microsite were designed to build anticipation, using distressed visuals and hidden QR codes to draw fans deeper into the story. For the IRL activation, I studied escape-room mechanics and immersive theater techniques to create an experience that felt both thrilling and emotionally engaging. Every element, from puzzle design to the presence of Clickers, was inspired by the game’s tense atmosphere, ensuring fans didn’t just watch The Last of Us—they lived it.
Key Services
Art Direction, Copywriting, Video Editing.