Game Press Launch Pay Day 2
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Game Press Launch Pay Day 2
A Themed Launch for Games Media
We at The Gap Agency were responsible for delivering the Australian press launch of Payday 2, creating a highly immersive “secret hideout” experience designed exclusively for games media. The activation was built to reflect the game’s narrative, positioning guests directly inside the world of Payday 2 through carefully crafted theming, props, and branding that brought the experience to life.
We transformed the venue into a bank robber-style hideout, where guests were immediately immersed upon arrival and greeted with official Payday 2 masks. This striking entry moment set the tone for the experience while also capturing the attention of passersby, extending intrigue beyond the event and amplifying brand impact in a highly memorable way.