Lightbox
Shortlist Award
Call Of Duty NEXT
Call Of Duty
United States
2025
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Entrant Company
Activision
Program
Clio Entertainment 2025
Industry Type
Games
Medium
Experiential & Fan Engagement
Category
Experiential & Activation
Subcategory
Special Event & Stunt
Call of Duty NEXT 2024 redefined the modern game reveal by turning the reveal of Black Ops 6 into a live, creator-led mission. Set inside Washington D.C.’s National Building Museum, the event placed fans inside a fully immersive world of espionage and action, designed to reflect the high-stakes tone and themes of Black Ops 6. The venue was transformed into an elite operations headquarters featuring dynamic LED flooring, mission-based challenges, and an animatronic three-story Mega Abomination zombie. Additional thematic moments included a Call of Duty-themed wedding and a branded motorcade procession through the streets of Washington D.C. Every detail reinforced the narrative of high-risk tactical operations, inviting guests to physically step into the world of Black Ops 6. Simultaneously, 215 top gaming influencers, including TimTheTatman, Scump, and Swagg, livestreamed their perspectives across 632 feeds on Twitch, YouTube, Facebook, Kick, and gaming hubs like Xbox and Steam. Each creator offered a unique lens on the experience, delivering personalized storytelling to their own communities. Viewers could interact directly with creators, participate in challenges, vote on outcomes, and unlock exclusive in-game and physical prizes. Audience engagement was core to the activation. Fans played bingo during the TLC power hour, submitted and voted on creator Q&A, and influenced the narrative in real time. The decentralized, multi-perspective format turned the reveal into a global, creator-driven experience that empowered fans to shape how they engaged with the game. Call of Duty NEXT 2024 merged real-world interactivity, cinematic production, and creator-led distribution to deliver a new benchmark in immersive fan engagement. It brought the world of Black Ops 6 to life and gave the community the power to lead the reveal on their terms.
Credits
Game Publisher
Activision
Los Angeles
Production Company
OS Studios
New York
Agency Network
Project Worldwide
Auburn Hills, MI
Production Company
OS Studios
New York
Game Publisher
Activision
Los Angeles
Production Company
George P Johnson
Auburn Hills, Michigan
Production Company
George P Johnson
Auburn Hills, Michigan
Senior Director, Studios Communication
Stephanie Snowden
Activision
Director, Experiential Marketing
Kecia Christiansen
Activision
Director, Influencer Relations
Robert Taylor
Activision
Director, Publishing Operations
Todd Mueller
Activision
Product Manager
Marisa Thias
Activision
Associate Director, Digital Marketing
Victor Acosta
Activision
Chief Marketing Officer
Tyler Bahl
Activision
Manager, Experiential Marketing
Devin Segal ​
Activision
Executive Producer
John Higgins
OS Studios
Account Lead
Wayne Leonard
OS Studios
Broadcast Producer
Ethan Spencer
OS Studios
Broadcast Associate Producer
Peter Smith
OS Studios
Director
Melissa Bricker
OS Studios
Director Of Experiential
Megan Kuhlenschmidt
OS Studios
Exec Producer / Site Operations
Ursula Gagne
OS Studios
Production Director / Site Operations
Desiree Stein
OS Studios
Technical Producer - Broadcast
Dino Hall
OS Studios
Fabrication Lead
Jeff Oswald
OS Studios
Group Creative Director
Geoff Mye
GPJ
Technical Director
Keith Elliott
GPJ
Executive Producer
Ian Packard
OS Studios
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