Overview

We were asked for something special to promote the long-awaited return of the legendary hero in Alan Wake 2.

We divided 2x pairs of creators (four in total) to collaborate on a production shoot produced by Explosive Alan – Fourth Floor’s in-house production facility – to post on their channels.

This resulted in high-quality content that aimed to appeal to a wider horror base audience.

The Challenge

Remedy and Epic Games approached us with a two-pronged campaign challenge for Alan Wake 2:

Tell the story of the long-awaited sequel’s creation to help build awareness and anticipation for its arrival.
Find a unique, entertaining way to immerse horror-loving creators in the game’s world to promote its launch to a wider audience with similar tastes.

Our Approach

A full production, six-part documentary showcasing the making-of the game (award winning), coupled with an escape room-style live action horror experience for two pairs of participating YouTube creators.

Video Production

We collaboratively planned and built out a full six-episode documentary through Explosive Alan Productions – Fourth Floor Group’s creative video studio – designed to reinforce key marketing beats throughout an atypically condensed schedule.

The BTS series, shot over two days with a five-person crew at Remedy’s HQ in Espoo, Finland, features interviews with 16 members of the team and tells a compelling, candid and sometimes emotional tale of a game that was, for almost a decade, believed to be an impossible dream. Thanks to incredible support from Remedy, we were able to utilise a wealth of archive and pre-production materials to take our presentation to the next level.

PAID

We devised a bespoke ‘Escape the Dark Place’ escape room experience, working closely with Remedy and Epic to replicate the atmosphere, aesthetics and mind games of Alan Wake 2 in a real-life setting. Two pairs (Jacksepticeye & Gab Smolders and 8-Bit Ryan & Bazamalam) participated in a truly one-of-a-kind immersive game set across four carefully curated floors of collaborative puzzle solving. We infused personalised elements, mixed media and uncannily accurate manuscript pages from Alan Wake himself to fully transport our players into his nightmare world.