For the launch of Call of Duty: Black Ops 4, we wanted to invite new people to play. The problem was, everyone thought our game and the people who played it were intimidating. But that wasn’t true. We decided to not market the game, but rebrand who plays it: our community. We launched a studio where we wrote, directed and edited 100’s of films made from inside the game, which celebrated our player’s true personalities. It inspired our community to make over 25,000+ of their own in the first 48 hours. In the end, we showed the world who we really were and became 2018’s best selling video game.