Konami looked to Cashmere Agency to increase awareness for the release of their latest installment in the iconic Metal Gear Solid video game series: Metal Gear Solid V: The Phantom Pain. The goal was to drive engagement the general market millennial, expanding beyond the franchise’s traditional hardcore gaming demographic.
We teamed up with top influencers from the worlds of fashion, design, and skate to create a series of tastemaker items. Jewelry designer Han Cholo created a necklace inspired by the game’s iconic Diamond Dog character, along with a one-of-a-kind console stand. The blueprints for both items were released as a free 3D print download. We released limited edition prints by artist Hydro 74, which were transformed into custom skateboard decks in a collaboration with pro-skater Theotis Beasley and Baker Skateboards.
These exclusive items were gifted to key influencers in gaming and entertainment, including Lil’ Wayne, YouTube gaming phenom SS SniperWolf, and Snoop Dogg. The campaign drove massive amounts of impressions and user engagement across social media. We wrapped up the campaign with an original mini-doc that gave fans a behind-the-scenes look at each artists’ creative process. The video generated additional publicity across top-tier gaming and lifestyle blogs.
Metal Gear Solid V x Han Cholo x Hydro74 x Theotis Beasley