The Ask:

With the launch of Ghostwire Tokyo, Sony PlayStation was looking for ideas to hype up the unique lore and location of Bethesda's title. 

Response:

We launched the new series, Ultimate Collectible, wherein we wanted to make official merch for the game that so limited and unique, that it's status as a collectible would have to be "ultimate"! We created a series of long form and short form videos for all IGN platforms around the creation of these items. 

Taking a unique element from the game, we brough in multiple artists to each put their own spin on the item. For Ghostwire Tokyo, we focused on the Japanese Hannya Mask.

Using IGN's own crafty host, Max Scoville, to kick off this branded content, we focused on the game's setting of world famous Shibuya Crossing.  Making totally unique collectible that we then sent to one lucky fan via a sweepstake. 

Then we brought in Misako Rocks!, renowned Japanese manga artist, to create three more Hannya masks. These were also given away to eager IGN fans.