Suicide Squad
Kill the Justice League
As a creative director and writer, I worked with Rocksteady Studios to launch their first-person shooter with the perfect mix of chaos and attitude. The tagline, 'Don't Be a Hero,' set the tone as we flipped the superhero genre on its head. We invited FPS and DC fans to embrace their inner anti-hero, make some DC Universe mayhem, and fully own their place in the Suicide Squad. It was all about breaking rules and having a blast doing it.
Don’t Be a Hero
We proposed pushing “Don’t be a Hero” for the open beta by inviting players to be anti-heroes right off the bat. Our trailer rattled off a list of absurd warnings designed to flip the bird at rules and ratings while giving a smirk of a hint at the havoc players could look forward to.
Our mission:
Own the anti-hero
The Suicide Squad is far from your average superhero team, and our campaign reveled in that. In the way the campaign looked, sounded, and showed up, we wanted it to embody the anti-hero in all its glorious chaos.
Highly questionable product endorsements
We challenged the traditional squeaky-clean superhero product endorsement. Looking to commit a Class-A misdemeanor? Suicide Squad would have you covered with their personally endorsed spray paint in eye-searing colors.
(Let’s hope you get community service.)
What about products meant to make you stronger, smarter, better, healthier? You know, heroic attributes?
Yeah, that’s right. Products our anti-heroes have absolutely no business endorsing.
Let’s do that.
Brutal honesty
We’ll take the straight-ahead hero image in social media and turn it on its head with a bad attitude, bad advice, and a heaping helping of toxic chaos.
Join the squad
We proposed creating the Anti-Hero Generator, an irresistible digital experience that takes your face and your answers to three basic personality questions, and turns you into a new and ridiculous anti-hero. (Captain Octopus, Miss Demeanor, Uncle Jackass)
Then the generator would make a clip of your character getting killed in an unexpected way for trying to be heroic. Smash cut to: DON’T BE A HERO.
