In a game where improvisation is king, the deadliest weapon is your imagination.
Hitman has a DNA that’s truly unique, but many gamers mistake it for just another shooter. For the launch of Hitman 2, we set out to show people the absurd possibilities that await in this assassination sandbox, creating an elevated visual identity that celebrates the bizarre and lethal attitude of the franchise.
Sean Bean encouraged us to “Think Deadly.”
Sean Bean has made a career out of dying on the big screen (23 times, to be exact. Google it.) So, we asked him to do it once again. This time as a limited time elusive target in the new game, Hitman 2. Players were given 10 days…and only one precious attempt, to find a way to take Mr. Bean out.
“Think Deadly” is the name of the game in Hitman 2, an anything-goes assassin’s playground.
A blowdryer, a measuring tape, a fish, a… muffin? Agent 47 proves anything is a deadly weapon in the hands of an expert assassin. Our campaign included key art, a launch trailer, E3 signage, out-of-home, and more – all inspired by one of the sequel’s hot new locations: a vibrant Miami racetrack.
“What sets this campaign and, by extension, Hitman 2 apart from other assassin narratives isn’t just the enticing gameplay, but the room for limitless creativity.”
— ADWEEK
