Call Of Duty

An app designed to complement one of the biggest game launches of the year

To generate buzz for the launch of the latest Call of Duty game, Five By Five asked Kate Jones Design to create the designs for the XP mobile app that coincided with a mammoth 2 day event, held in Los Angeles.

Getting into the nitty gritty

Visual cues were taken from the games, but essentially the app design had images centre stage, set against a dark and grungy backdrop. The dark colour scheme was punctuated with bold, bright call-to-actions, enticing the users deeper into the content.

Creating an app that’s addictive
to use

The app allowed avid fans to unlock wallpapers, images and videos, as well as tweet and access live video streams. Users could build up a collection of points, depending on how much content was viewed. The more points collected, the more the user could unlock other sections of the content. These points could also be saved for future use, such as online gaming.

All about the touches

Let’s face it, as much as we love the web, who doesn’t find it frustrating when it can’t be accessed. So if this happened when a user intended to view say, a live video feed, it was important that users weren’t taken out of the experience of the app. Small touches were added that reflected the look and feel of the brand.

Digital advertising

As well as the app, website takeovers in 13 languages and over 40 formats were created, in the run up to the launch.

Needless to say, this was a brilliant campaign to work on, and a great team at Five By Five to work with.

Kate Jones was a brilliant, enthusiastic Designer to have on the team. She listened carefully to the brief and also showed great initiative by adding to and enhancing the project with her creative thinking. We're thrilled with how the project turned out.

Neil Apter, Fivebyfive Digital

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