Rockstar Energy x Marathon
Press Play into New Realities
Brand Collab Internal Pitch | 2025
A speculative collaboration exploring how Rockstar Energy’s “Press Play” platform could evolve within the world of gaming culture through a partnership with Bungie’s Marathon. Designed to feel immersive, social and cinematic, the campaign reimagines Rockstar’s visual identity across digital, experiential and creator-led touchpoints.
The Challenge
Rockstar’s “Press Play” platform is built around escapism, social energy and living for the moments that matter most. I wanted to explore how that positioning could naturally extend into gaming culture through a visually-driven campaign that felt authentic to both brands. With previous collaborations across titles including Halo, PUBG and Starfield, Rockstar already has an established presence within gaming spaces and a strong connection to audiences familiar with Bungie’s sci-fi worlds.
Inspired by Marathon’s recent Trailer annoucement, the challenge was creating a campaign system that balanced Rockstar’s bold, energetic branding with Marathon’s futuristic visual identity, while remaining flexible enough to scale across social, streaming, experiential events and creator-led activations.
The Approach
Using Rockstar’s existing visual toolkit as a foundation, I developed a campaign identity centred around the idea of “Press Play Into New Realities” positioning gaming as a form of escape, immersion and connection.
The visual system combined Rockstar’s angular framing devices, bold typography and layered graphic language with cinematic sci-fi environments, neon lighting and in-game inspired UI elements to create a campaign world designed for digital-first audiences.
The work was intentionally built to feel modular, allowing assets to scale across multiple touchpoints while maintaining a recognisable visual identity.
The campaign was designed to extend beyond traditional advertising into a wider entertainment ecosystem, including:
Limited edition packaging explorations
Hero campaign key visuals
Digital OOH and gaming platform banners
Social and launch assets
Twitch and streaming overlays
Experiential event concepts
Creator and influencer kits
While the copy varies depending on where it is during the consumer journey, each asset was designed to feel connected through a shared visual system while adapting naturally to different formats and audiences.
Campaign Touchpoints
Stream Challenge Event
A livestream challenge event designed around escalating extraction difficulty, where creators and players progress through increasingly restrictive loadouts and gameplay conditions in pursuit of exclusive rewards and DLC unlocks.
The format was designed to encourage participation, spectator tension and social-first moments while reinforcing Rockstar’s connection to high-energy gaming experiences.
During the livestream, creators can offer “Refuel Drops” where they can spin the wheel for participating viewers to also win exclusive cans, merch and DLC.
Creator & Community Focus
Gaming culture thrives through community, creators and shared experiences. To reflect this, the campaign explored influencer first activations designed to feel collectible, interactive and highly shareable online.
From creator kits to stream-ready digital assets, the work focused on building a campaign world audiences would want to participate in rather than simply consume.
Creative Team
Kira Roberts
Outcome
This project allowed me to explore how an established FMCG brand identity could evolve within the entertainment and gaming space through a scalable visual campaign system.
By combining branding, campaign thinking, digital design and experiential concepts, the project demonstrates my interest in building immersive brand worlds designed for modern digital audiences.