State of Decay 2: Found Footage of Coach (2018) (USA)

“How Will You Survive” in a Post-Apocalyptic World of Zombies?

State of Decay 2 is an action-adventure zombie-survival game developed by Undead Labs for Xbox One and Windows 10 PC. In this dynamic, post-apocalyptic world, you face unrelenting hardships and tribulations as you navigate life-threatening decisions and build your own survivor community. You will only go as far as your quick wits and resources take you.

215 McCann launched the “Video Diaries” campaign, which features films documenting two strangers and the choices they make to survive in a post-apocalyptic world. When their stories converge, it is revealed that their fates have been determined not by zombies – but each other.

215 McCann seeded these video diaries in scavenger survival packs sent to zombie-loving, doomsday-prepping influencers all around the world before any media support kicked in. Buried among the bandages, food and clothes was a camcorder loaded with the premiering footage of one of the survivors. The agency designed the surrounding assets to engage the community and get them to contemplate survival for themselves. They asked people to become a survivor – to make their own choices and face the apocalyptic consequences. All culminating in a campaign that makes us all hope to never have to answer, “How will you survive?”

Campaign: Video Diaries

Game: State of Decay 2

Client: Microsoft Xbox / State of Decay 2

Senior Director, Xbox Global Marketing Communications: Taylor Smith

Director of Marketing: Julie Lowe

Agency: 215 McCann

Chief Creative Officer: Scott Duchon

Creative Director: Neil Bruce

Copywriter: Andy Holdeman

Art Director: Zach Lepine

Director of Integrated Production: Alex Spahr

Executive Producer: Jeremy Arth

Director of Business Affairs: Mary Beth Barney

Business Director: Peter Goldstein

Management Supervisor: Bryant Marcia

Senior Account Executive: Ben Blaska

Assistant Account Executive: Monisa Lu

Director of Strategy: Brian Wakabayashi

Associate Strategy Director: Ryan Ouyoumjian

Production Company: Biscuit Filmworks

Director: Isaiah Seret

Executive Producer: Jeff McDougall

Line Producer: Andrew Travelstead

Editorial Company: Cut+Run

Editor: Pete Koob

Assistant Editors: Max Holste, Christopher Kasper

Executive Producer: Deanne Mehling

Producer: Brady Fiero

Flame Artist: M. Trivan, Jogger SF

Original Music: Human Worldwide

Mix + Sound Design: One Union

Mixer: Joaby Deal

Telecine: Company 3

Colorist: Tom Poole