Rise of the Tomb Raider

Lara Croft has been a household name for almost two decades. Following the 2013 reboot of the Tomb Raider game franchise, Xbox and Crystal Dynamics continued Lara’s origin story with Rise of the Tomb Raider. Our challenge was to build excitement around young Lara Croft’s transformative story, while creating a single-story experience through ad media, rich media, pre-roll, video, and web experience platforms.

Our Solution: Connect story to the elements that shaped her transformation – sky, earth, and fire. In doing so, we highlighted her battle against the harsh elements and the wild, her continued exploration of tombs, and her internal transformation as she becomes the Tomb Raider we all know and love.


Lara's Research Wall

To further engage fans, we created an explorable digital version of Lara’s in-game research wall. Users could explore the notes and artifacts that have led her to this point in her journey, uncover new items, and receive an in-game reward pack for completion.


Seamless Media Integration

To create a seamless campaign, we extended the experience to rich media and interactive pre-roll where fans could explore select elements from the Xbox experience whether they were on desktop or mobile.



  • Creative Director – Will Ulbricht / Meghan Pruitt
  • ACD/Copy Writer – Stacy Bolt
  • Art Director – Nick Wichman (that’s me!)
  • Senior Designer – Phil Vo
  • Developer – Kevin Haugen
  • Project Manager – Tara Bowers
  • Account Superviser – Jennifer Echternach
  • Video Production - BUTCHER