To introduce Activision’s new Sci-Fi videogame Singularity to the world, we didn’t just want to make a trailer – that was a given. We wanted to create something that would not just excite gamers about the new IP, but immerse them in the narrative. So we created an alternate reality game.

It all started with a video of a failed assassination posted on YouTube that led people to a mysterious blog. Over the course of two-months, gamers sifted through memos, personnel files, crime-scene photos, newspaper articles, weapon diagrams, security camera footage, piecing together clues that led to the launch of the game’s trailer.