To grab gamers attention online, we brought the world of Killzone to life by having actors play out battle scenarios from the game. These intense videos served as an effective method for capturing the claustrophobic feel of the game’s levels and using real-life actors created a heightened sense of authenticity and terror. Also, to further brand the Helghast as the true face of evil, we decided to highlight their most distinguishing feature, their eyes. Each video ended on a tight shot of their menacing glowing gaze, daring viewers to further explore the enemies, weapons and gameplay sections in the banner.