Uknown Caller: MW3 Game Launch (Multi-Platform Campaign)

Role: Producer

Leading up to the 2023 release of Call of Duty: Modern Warfare III, Activision teased the return of Vladimir Makarov, one of the franchise’s most infamous villains. Known for his ruthless disregard for authority and willingness to cross any line, Makarov’s comeback raised the stakes for Task Force 141. The challenge was to heighten the intensity of an already high-octane series while building anticipation for the return of its most notorious adversary.

To achieve this, we launched Unknown Caller, an immersive activation that pulled fans directly into the Modern Warfare III universe. Select streamers received “smuggled” deconstructed burner phones hidden in unconventional items—bars of soap, inkwells, flip flops, and a prison blanket—creating an interactive mystery they had to solve live. Once assembled, the phones began receiving cryptic messages from an enigmatic agent, a moment that sparked widespread intrigue. The campaign expanded to the public via an interactive SMS and WhatsApp experience, allowing all fans to engage with the Unknown Caller and uncover hints about the upcoming reveal. As speculation grew, many suspected Makarov was behind the messages, fueling excitement and engagement that reached millions. The campaign successfully deepened anticipation for Modern Warfare III, immersing players in its world even before launch.