Call of Duty - Instagram War Journal

Activision needed social content to pump up it’s centerpiece, Randall Higgins: Camera operator of the game’s most notorious feature, the kills. So we had this unsung hero take over the Call of Duty Instagram feed with a “war diary”. These colorful, outlandish snapshots were taken on the set of the massive video shoot and helped tell the story of Randall’s daily existence in his own humorous voice.They were more than just sharable moments that added dimension to this (until now, non-existent) character, they also teased key elements of the DLC gameplay. Ten of thousands of likes later, the war diary brought Call of Duty fans even closer to a brave, unhinged soul who wasn’t afraid of massive explosions, washing his underwear in public or elevators full of guts.