The futuristic themes of Deus Ex: Mankind Divided are actually happening today, as the science of human augmentation races ahead at an unstoppable pace. However, legislation has not kept up with the scientific progress – there is a vacuum of Government regulation on this subject. During the reseach phase we could not find one coalition that was considering the important implications of this technology and the rights of those it already affects.

Our idea put Square Enix at the forefront of conversations around the ethics and possible ramifications of human augmentation. The initiative brought together the world’s leading academics, ethicists and cyborgs to discuss real-world themes inspired by the fictional video game.

“Human X Design: presented by Deux Ex” delivered the first ever global conference dedicated to the topic of cyborg culture. This event was teased by a 30-minute branded documentary featuring conference attendees, filmed over 6 weeks across 4

The campaign ran over a 10-week period, kicking off with a video trailer that announced the conference on the Human X Design website, on CNN.com Facebook and YouTube.

In the following weeks leading up to the event we tookover CNN’s Snapchat Discover channel, premiered the documentary on Amazon, ran digital billboards in Times Square and wrapped the S Train in Manhattan.

Following the event we released more videos through social channels that summed up the conference panels and keynote speeches. Finally, the Code of Ethics was published in video form too.

Week-on-week pre-sales leapt by 35% during the weeks of the documentary and conference, led by a 53% increase on Amazon.

50+ editorial stories were generated and the branded videos were shared over 1,500 times on social media The documentary has been viewed thousands of times on Amazon, equating to 113,000 minutes of viewing time.

Most importantly, the Human X Design campaign created a legitimate contribution to a larger conversation, elevating the topic of human augmentation in a way that will benefit society and a maligned community in the future.