PREDATOR IT LIES WITHIN

In 2021, Predator, Acer’s gaming pc brand, launched a global brand campaign to promote its new tagline: It Lies Within.
It Lies Within is all about Predator empowering the players to be their best by using its top-notch laptops and desktops. And to show that, we’ve created a 3-part mystery miniseries telling the story of Kya, our hero, and her journey to discover what lies within.
The campaign was launched in more than 56 countries, across multiple different media channels. 

EPISODE 1: PRESS START

Meet Kya. A young girl who doesn't yet understand the mark on her wrist and why she's different from the people around her.
Follow her epic journey as she tries to discover her place in the world and what lies within.

EPISODE 2: SAVE POINT

EPISODE 3: LEVEL UP

KEY VISUAL

FILM LAUNCH POSTERS

PREDATOR HIDEOUT WEBSITE

For year two of the It Lies Within campaign, Predator wanted to revamp their website and generate traffic. So, we thought 'What better way to attract gamers than creating a game?'.
Paying homage to the golden era 90's Point-and-Click games, we continued Kya's journey, by finally revealing what's behind the doors of episode three and set-up the story of Kya finding the items she needs for her first official mission. When building the site, we partnered with Lightfarm who helped us create this amazing interactive illustration and I was responsible for the art direction and design, along with overseeing the production of the illustration.

Visit the 2023 Webby Award-winner website here: https://predator.acer.com/itlieswithin/gb-en/index.html

BEHIND THE SCENES