Frictional approached us towards the end of 2019 to start working on plans to promote the launch of the long-awaited sequel to Amnesia: A Dark Descent. They wanted to keep details about the story and that it was a new Amnesia game a secret for as long as possible, but still re-engage old fans and build buzz around the franchise. We settled on five separate trailers and a series of live action video fragments targeted mostly at superfans of the Amnesia games.
Working with Frictional, we hid the Fragments on the internet and left clues for the fans to find them and piece together. Each Fragment was loosely tied to the plot of the new game but didn't give enough away for fans to be able to definitively say whether they were about to get a sequel to Amnesia: The Dark Descent or not. This led to a bit of a frenzy being whipped up! When the iron was hot, we put out a teaser, with no title, but it felt distinctly Amnesia-like, then a week later followed with this reveal trailer.
Trailers
Fragments
New views on Frictional's youtube channel