Phantom Blade: Executioners is a high-speed ARPG developed by S-GAME, offering an intense journey filled with bloodshed, love, and revenge. Players navigate a dark storyline with fast-paced combat and free skill combinations, collecting and upgrading gear and Phantoms.
Campaign Objective
To successfully launch Phantom Blade: Executioners in the Vietnam market with a strong and culturally resonant presence.
Key Activities
A fully integrated campaign across content, talent, and experience
Trailer Clip development to introduce the game’s world and tone
Visual photoshoot featuring brand ambassador Misthy
Key Visual system for social media communication
Launch Event to drive awareness and community engagement
Creative Concept / Big Idea
Bringing characters to life by turning their stories into immersive, real-world narratives.
The campaign centers around the core characters of Phantom Blade: Executioners, using their individual stories as the foundation for visual storytelling. Instead of focusing solely on gameplay, the concept highlights the emotional depth and identity of each character — allowing the audience to connect with the game on a more personal and narrative level.
Game Trailer
Game Trailer
For the photoshoot featuring brand ambassador Misthy, the execution focuses on The Chord — a character defined by mystery, elegance, and controlled power.
Inspired by this persona, the visual concept blends traditional and fantasy elements:
The đàn bầu (Vietnamese monochord) is introduced as a symbolic extension of the character
A red moon setting creates a haunting, surreal atmosphere
Lighting and composition emphasize a sense of tension, solitude, and quiet intensity
This approach transforms the character into a culturally resonant and visually striking figure, bridging the gap between in-game identity and real-world expression — while reinforcing the game’s dark, poetic universe.
Key Visual Idea
The Key Visual is built around a strong central composition, placing the main character at the core to establish immediate focus and recognition. From this focal point, radiating “story lines” extend outward — acting as visual threads that represent the intertwined narratives of different characters within the game.
These lines are not purely graphic elements, but symbolic pathways:
Each direction reveals fragments of other characters, environments, or key story moments
The composition creates a sense of expansion, as if the central character exists within a larger, unfolding universe
Motion-inspired linework adds energy and tension, reinforcing the game’s fast-paced and cinematic nature
The overall mood is dark, atmospheric, and slightly surreal — combining layered depth, lighting contrast, and visual rhythm to guide the viewer’s eye from the center outward.
