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Call of Duty

Background / Challenge:

Call of Duty, published by ActiVision, is one of the most successful video game franchises of all time, with over 250 million copies sold, and topping $15 billion (as of 2016).

In 2016, when ActiVision was preparing to release the 13th installment to the franchise, CEO Eric Hirshberg approached us to help them develop a name that would capture some of the legacies of the franchise (with names like Modern Warfare and Advanced Warfare), while simultaneously communicating that this installment was different than other (involving intergalactic enemies and battles in space).


After exploring multiple strategies and options on how to balance the legacy of CoD with the innovation of the new story, as well as three rounds of name development, the final name was selected: Call of Duty: Infinite Warfare.


Despite being heavily criticized prior to its release (players were skeptical of such a futuristic war game), Infinite Warfare enjoyed positive reviews upon release, and went on to win Best Shooter at E3 and also be nominated for Best Action Game.


  • B2C
  • Naming landing
  • Brand Strategy
  • Brand Naming
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