Activision - Call of Duty: Modern Warfare Night Vision AR Experience


Activision’s Call of Duty franchise is continually raising the bar on the in-game experiences and unique modes. For Modern Warfare, they incorporated the use of night vision as a key story element. The pre-launch hype campaign needed to match the fan expectations around night vision, while making it personal and real as well as inherently shareable.

To signal the return of Call of Duty: Modern Warfare and create some hype, we gave fans all over the world the chance to “go dark” and celebrate the return of a beloved title. We created a first-of-its-kind branded Instagram AR experience. Your very own night vision helmet.


  • Animation
  • Art Direction
  • Augmented Reality
  • Social Strategy

1 million

Instagram effect uses

6.6 million

Preview trailer video impressions