FFXIV Online is the story of the comeback kid. Its launch was plagued with criticisms, but the team, with Producer and Director Naoki Yoshida at the helm, reinvented it shortly after release and relaunched it to widespread acclaim. Fast forward 11 years, and that spirit of invention and reinvention are at the heart of the game today.
With over 100 hours of content to play for free, our conceptual strategy focused on creating a contrast campaign between FFXIV Online and other free trials that fail to deliver nearly as much epicness: gym memberships, streaming services and subscription boxes. Pages of scripts, storyboards and inspo boards later, we breathed life into our leading lady, Roxy. Think Billy Eichner’s man-on-the-street style interviews but way less abrasive. She would appear in people’s lives unannounced and convince them that their life would drastically improve with some legendary FINAL FANTASY action. She’s interruptive, but encouraging. She cares about people and just wants them to do something better. It’s not just another game she’s offering, it’s “The Free Trial You’ve Always Wanted.”