Activision was launching its next big video game, Call of Duty: Modern Warfare, and needed a BIG activation that created buzz and demand.


Midnight Oil, our LA-based experiential out-of-home studio, created an experience that transformed a GameStop into a Modern Warfare “command center.” The experience included 3D photo ops, hands-on gameplay, an online gaming livestream, giveaways, and more.

To showcase the mayhem experienced when playing the game, we simulated an armored car crash in the storefront/lobby.


Massive social media, fan engagement, press, and an event that people are still talking about!

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