Sky above me, Earth Below Me, Fire within me
Lara Croft was born to kick ass.
A NEW Lara
for a new generation
Lara Croft has been a household name for over 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:
Build excitement around young Lara Croft's transformative story, while creating a single-story experience through a cross-platform digital experience, ad media, rich media, pre-roll, and video.
Our Solution:
Connect her 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 obsession research wall. Fans could explore each note and artifact that led her to this point in her journey, uncover new items, and receive in-game rewards for completion.
