MCV/develop is the videogame industry bible - so we love to see Fluid feature not once, but twice in this month’s issue! Our Rising Star James Silcock chats to the team about his passion for creative and his ambitions for his career - while James Glover deep dives into the work behind one of our most legendary  full service projects.

With Fluid in the running for Creative (content) Partner of the Year in the 2024 MCV/Develop Awards, it’s the perfect showcase for our talent, experience, and creative innovation - as told through the story of one of our most famous full service campaigns, the launch of Capcom’s seminal smash hit, Dead Rising. 

Our legendary work spanned branding, packaging, print, OOH, retail and merchandising and more, with a jaw dropping creative featuring the game’s groundbreaking zombie swarm in multiple dramatic executions. Built from the ground up for the European market, the Fluid team shot the campaign in Birmingham’s BullRing shopping centre, painstakingly creating hundreds of individual and unique zombies and, for the Easter Egg lovers, some secret characters in the form of Capcom’s marketing team hidden amongst the throngs. 

Legendary, stunning, unique and with a pinch of tongue in cheek humour, Dead Rising’s full service launch campaign still looks incredible today. Check out the story here.