In the crowded tactical shooter game market, Bullet Echo aimed to generate excitement and intrigue for its launch among the Indian gaming community aged 18-28. 

The challenge was to effectively communicate the game’s unique selling points – strategic team play, tactical stealth gameplay, diverse modes, and easy accessibility – while capturing the attention of the target audience and creating a sense of anticipation.

Inspired by the game’s suspenseful and fast-paced nature, Good Fellas Studio conceptualised a series of four quirky and humorous short films.

Each 30-second film starts with gameplay footage accompanied by voiceover commentary, only to reveal an absurd real-life situation where the words have been taken out of context.

The films leverage three pillars – memorable characters and performances, a distinct visual language, and an engaging soundscape – to elevate the humour and intrigue. The spaces and characters are portrayed as young, vibrant, and fun, mirroring the game’s essence.

The films showcase different aspects of the game’s unique features like the intense, on-the-go gameplay, the diverse character choices and rewards, the quick, anytime gameplay, and the suspenseful, adrenaline-fueled experience.

Bringing these films to life required meticulous attention to detail across various aspects, from casting and performances to production design, cinematography, and sound design.

The casting process focused on finding performers who could deliver the right blend of charisma, humour, and relatability. The production design team carefully crafted authentic, vibrant sets that captured the youthful energy of the target audience.

The costume choices reflected the vibrant, youthful energy – featuring bold colors, casual styling, and elements that complemented each character’s persona.

The cinematography employed a mix of block shots and dynamic camera movements, cutting between the absurd situations and characters’ reactions. The editing was crisp, and sound effects were used strategically to amplify the humour.

Through thoughtful creative choices, the Bullet Echo launch campaign succeeded in creating a sense of excitement and intrigue, positioning the game as a fresh, engaging, and easily accessible experience for Indian gamers.