Final Fantasy XIV
Tour Tural
Role(s): Copywriter
Category: Gaming & Entertainment
Background: For the launch of the popular MMO online game Final Fantasy XIV’s new expansion, Dawntrail, we were tasked with increasing brand awareness by incorporating more Western themes to broaden the audience. FFXIV’s fanbase is always hungry for teasers, Easter eggs, and Alternate Reality Game (ARG).
This faux travel concept invited fans to visit the beautiful, magical — mostly safe — newly playable continent of Tural in the Dawntrail expansion. Island vibes, fascinating locals, and activities filled with adventure and mystery, the campaign came to life courtesy of a new Interim Deputy Director of Turalism, Rhys Darby.
Board of Turalism :60
Set on a soundstage, these content pieces were shot against blue scenes with practical sets that mimic the locales of Dawntrail. Each piece was meticulously detailed to mirror the world of Tural, with gameplay backgrounds added in post-production. Shot to look realistically fantastical while clearly fake, this approach added to the wink and humor of the Board of Turalism deliverables.
These pieces were designed to share and reach a broader audience and drove traffic to an in-world Board Of Turalism website, TourTural.com.
Messages from the Board 1 :60
4 Things You Need to Know About Tural
Website Plug :20
Messages from the Board 2
Messages from the Board 3
This campaign was a love letter to Final Fantasy XIV fans, and they responded in equally amorous ways: commenting, sharing, diving in, and breaking down each element. They loved the ARG elements, the details within the in-world travel site, the choice of Rhys Darby, and how each video built on one another.
Results: The campaign's innovative approach, captivating design, and outstanding casting earned it widespread fan recognition, ultimately winning three Clio Awards.
Winner: Silver Clio Audio Visual (Games), Silver Clio Use of Influencer & Talent, Bronze Clio Integrated Campaign (Games)
Honoree: Webby 2024
Credits
CCO: Brien Holman, Creative Director: Amanda Hanig, Art Director: Steve Kirklys, Copywriter: Kevin Karp, Director: Johnny Milord