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All Work

In-Game Activation — Creator Partnership

Cocaine Bear

A custom GTA V server and minigame that let players live out the film’s chaos before it reached theaters.

CLIENT

Universal Pictures

MY ROLE

Integration concept, talent strategy and casting

YEAR

2023

Sykkuno on stream as the bear wins a round of the Cocaine Bear GTA V minigame

OVERVIEW

Universal needed awareness for Cocaine Bear among gamers ahead of its theatrical release. A bear on a rampage is already the kind of chaos people cause in GTA for fun, so we built a custom GTA V server and minigame around it. Creators played it live alongside the trailer, which produced the kind of unhinged moments the film was selling, and their social posts pointed fans to tickets.

Fuslie reacts on stream during a first-person round of the Cocaine Bear GTA V minigame

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TALENT PARTNERS

Sykkuno · Fuslie · Buddha · Blaustoise

PREVIOUSNOPE

NEXTHalloween Ends

NICK GASPARYAN

CURRENTLY:

2,000+ HOURS IN COUNTER-STRIKE