G/O Media presents the women behind and featured in Street Fighter 6

In Spring 2023, Capcom approached G/O Media and the Creative Studio hoping to leverage Jezebel’s audience to promote the game-changing women inside the game and out, shouting out both new and returning favorites.

  • Capcom approached G/O Media with the desire to reach a wider audience for its upcoming game, Street Fighter 6, understanding they needed to reach those who laid outside their loyal fanbase.

  • I participated in calls with the client and Creative Studio to ideate on which characters to highlight in advertising and how best to approach the video component within our timelines and budget. Ultimately, I latched on their hope to highlight both the female characters and creators driving the game series forward.

  • After discussions with the team, and reflecting on my own history being a fan of the series, I worked with our Video team to produce and project manage their Makers of Now video which would highlight the female creatives leading the project. In addition, I oversaw the creation of all advertisements across our sites, working with our Designer and Developer to create dynamic carousel ads showcasing new and popular female characters.

  • The video proved popular with our audience and the Capcom team themselves reached out to call out the professionalism of our team, the pride of our campaign, and the success they had noticed from both the advertisements and video.

The Process

As a fan of the Street Fighter series since childhood, it was a dream to be able to work with Capcom to help promote their latest installment. I was brought onto the project to oversee the pre-sale to post-sale transition and act as senior producer through concept to execution, providing creative input as well as project management for both advertising designs and the Makers of Now video.

The client proved to be quite collaborative and welcomed our input, not only in terms of what to highlight in the video but also the interactive style of the ads as well as which characters to highlight. For the latter, we landed on a character carousel style, and decided promoting two fan favorite female characters as well as introducing two new female characters was the best way to get new, curious consumers to familiarize themselves with the world and some of its key personalities.

Once the aesthetic of the ads were established, we also worked closely with the clients to receive assets while internally working with our design and development teams to create a truly engaging and visually eye-grabbing experience which had a 100% share of voice on the Jezebel homepage for the week leading up to its release. This included receiving raw gameplay footage to assemble a brief trailer, on which I worked closely with the Designer to select the best clips to stitch together showcasing our featured characters.

Simultaneously, I was working closely with our video team to project manage the film shoot. Staged in Capcom’s office in San Francisco with some of its members in Tokyo and with our video team located in Chicago, this meant a lot of close focus on the timeline from our homebase in New York. We had three rounds of “scripts” shared with the client for pre-approval and then three rounds of a “long cut” followed by a “short cut” of the final video (linked in the image above and here). After the final video was published, Capcom emailed our sales rep as well as the heads of our Creative Studio, Marketing, Sales, and CEO to praise the professionalism displayed by our team and their appreciation with the completed project from beginning to end. I’m deeply proud of what our team was able to accomplish, the complexity of each piece, and the agility with which we worked throughout.