Sunset Overdrive is a self-aware video game that defies all gaming conventions so it only made sense to defy those very conventions to advertise its launch. A common game marketing technique is to create a live-action trailer, and Sunset Overdrive happens to be an impossible game to recreate in real life. So naturally, we decided to create a live-action trailer anyway, and let's just say things got interesting.
We also recreated the game's foul-mouthed marketing shill, Fizzie, in real life.
As a 50ft inflatable balloon, Fizzie became an actual marketing balloon at the E3 gaming conference where he insulted and interacted with fans.
We followed that up by attempting to get Fizzie into the Macy's Thanksgiving Parade.
Fizzie made people laugh, cry and got people excited even when Fizzie literally gave away nothing.