Five Nights At Freddy’s
BRAND STRATEGY • EXPERIENTIAL DESIGN • MOTION DESIGN • 3D WORLD BUILDING • INTERACTIVE CAMPAIGN DESIGN
An immersive campaign concept developed to promote the cinematic release of Five Nights at Freddy’s (2023). The campaign extends the tension, suspense, and world-building of the franchise beyond traditional advertising through interactive and mixed reality experiences. The underlying strategy focuses on engaging both longtime fans of the franchise and newer audiences through experiential storytelling, shareable digital interactions, and nostalgia-driven world building.
Role: Brand Strategist, Motion Designer, 3D Experience Designer
Team: Lena Morton, Tyler Eikenberg
CAMPAIGN STRATEGY & ECOSYSTEM
The campaign strategy centers on transforming the release of Five Nights at Freddy’s into an immersive entertainment experience rather than a traditional film promotion. To strengthen audience engagement and world-building, the campaign blends augmented reality, mixed reality gameplay, motion-driven storytelling, and interactive digital touchpoints that extend the FNAF universe beyond the screen.
The full campaign includes additional digital touchpoints such as social media, email marketing, and microsite extensions developed collaboratively as part of the broader campaign system. This overview primarily highlights the immersive and motion-based experiences I directly led, including AR poster activations, a mixed reality escape room, and promotional motion assets.
MIXED REALITY ESCAPE ROOM
Immersive escape room concept that blends VR technology with physical gameplay to heighten immersion within the world of Five Nights at Freddy’s. Inspired by the physical layout of Freddy Fazbear’s Pizzeria, the experience places participants within a horror-themed environment where digital storytelling and real-world interaction intersect.
For this execution, I developed the experience visualization through cinematic lighting, camera rigging, motion editing, sound design, and post-production compositing within 3D environments. Horror-inspired pacing, atmospheric visuals, and jump-scare moments help recreate the tension and suspense associated with the FNAF franchise while reinforcing the feeling of stepping inside the game world itself.
AR POSTER ACTIVATION
Interactive poster concept designed to extend the campaign beyond traditional advertising through augmented reality experiences inspired by FNAF jump-scare mechanics.
The experience blends physical and digital interactions to immerse audiences within the atmosphere of the FNAF universe. Horror-inspired visual storytelling and suspense-driven interactions help create a more engaging and shareable campaign experience.
Building Atmosphere
Through Motion
PROMOTIONAL VIDEO
Narrative-led promotional video designed to unify the campaign’s immersive world-building across AR, mixed reality, and digital touchpoints. Using official FNAF footage alongside campaign assets, I combined motion editing, cinematic pacing, and horror-inspired sound design to create an eerie, suspense-driven trailer that captures the atmosphere and interactivity of the overall campaign experience.