pd2marketing — JULIUS

PAYDAY 2

PAYDAY 2 was my life for three and half year, as I worked at Starbreeze Studios as the Global Creative Copywriter. I was in charge of everything from Steam pages and banners and trailers to campaign sites, events and god-knows-what.

I can honestly say that I love PAYDAY 2, even after working with it for over three years—but I’m an honest guy!

ONLINE EVENTS

PAYDAY 2 has a long history of yearly online events. Approx 2-3 per year (also spoof events during April Fools) where the community is treated to new content such as maps, weapons, and characters. The idea was also to raise brand awareness about the game and increase sales—which all events did!

My role included idea and concept development for these events and also creating the framing, tonality, and style so it fitted each event but still in line with the game’s overall feel.

Below are some of them; if you want to know more, just click away!

THE SECRET IS REALLY REAL

One of my favs when it comes to online events! We created a faux blog of a conspiracy guy who speculated about the PAYDAY gang. All to not spoil anything about the upcoming finale of the game.

LOCKE AND LOAD

A 10-day event full of masks and weapons, but also, it came with a comic, which I helped write.

THE SEARCH FOR KENTO

Jiro is a heister in PAYDAY 2, and we built a whole event around his son, Kento. It even came with designs for how to fold your own paper heister—origami style!

THE ANIMATED SERIES

This was just a spoof for April Fools. We claimed to be working on a Saturday-morning-style cartoon. But we didn’t.

ICEBREAKER

This event came with cocktail recipes, and we even dressed up the game's producers and had them try said recipes on a live stream.

PAYDAY ROYALE

Another April Fools spoof. As battle royale games were super popular, we said we were creating our own. But we didn’t.

BREAKING NEWS

The whole context of this event was that a news anchor began digging around the weird stuff happening in the PAYDAY world. We even got an actress to play her!

PAYDAY 2

PAYDAY 2 was my life for three and half year, as I worked at Starbreeze Studios as the Global Creative Copywriter. I was in charge of everything from Steam pages and banners and trailers to campaign sites, events and god-knows-what.

I can honestly say that I love PAYDAY 2, even after working with it for over three years—but I’m an honest guy!

ONLINE EVENTS

PAYDAY 2 has a long history of yearly online events. Approx 2-3 per year (also spoof events during April Fools) where the community is treated to new content such as maps, weapons, and characters. The idea was also to raise brand awareness about the game and increase sales—which all events did!

My role included idea and concept development for these events and also creating the framing, tonality, and style so it fitted each event but still in line with the game’s overall feel.

Below are some of them; if you want to know more, just click away!

MISC VIDEOS

I did A LOT of trailers and videos for PAYDAY 2.

Release trailers, teasers, announcements, goofy stuff, serious stuff—I think you get the picture.

Here are some!