TAKING THE TOY INDUSTRY BY STORM.

“Battery brought fresh thinking to the launch of the Recoil brand, Skyrocket’s first-person shooter brought to life.”

“From brand strategy and positioning to the development of THE WORLD IS NOW GAME campaign, Battery was a true partner. They landed the big idea in the very first presentation, pushing boundaries creatively and helping to bring the Recoil revolution to life.”

— Craig Mitchell
SVP of Marketing, Skyrocket

BRIEF

In a world filled with FPS games, Skyrocket came to Battery with a new brand called Recoil. Recoil was part Laser tag, part Nerf and part Call of Duty come to life. It was a brand that had to be built from scratch going up against industry titans Mattel and Hasbro.

INSIGHT

While Recoil represented a new era of play and possibility, it tapped into a timeless truth: every kid imagines themselves as heroes of their own worlds. Friends become soldiers. Closets become foxholes. Through Recoil, reality had finally caught up to imagination.

HOW

Every great soldier needs a great commander so we created Colonel Striker who imparts his wisdom and tactical skills to a new generation of Recoil fighters. And who better to embody Striker than the baddest of badasses, Michael Madsen.

Product Announcement: Striker’s World

We created an immersive three-phase brand campaign centered around Michael Madsen as the war-torn Striker, telling his experiences as a soldier. All done with suspense and a little humor along with a proposition that captured the product’s infinite potential and promise, “The World is Now Game.”

Couch

Next, we released a series of How To videos describing the ins and outs of Recoil from the point of view of a newly recruited Recoil solider…you.

Striker’s Guide

Finally, we drove sell-in at retail through a TV campaign that continued to deliver the product’s raw emotion while communicating many of the product’s key features.

WORK

Tamborine

Chris Rock

Netflix

The World Is Now Game

RECOIL

Stand-Up Comedy

Netflix Originals

Fueling What's Next

MIKE’S HARDER LEMONADE

N. Sanely Better

CRASH BANDICOOT

Imagine It. Delivered.

AECOM

you're gonna need a bigger imagination

LEGO DIMENSIONS

Stop living with bad wi-fi fixes

TP-Link

adapt and survive

INJUSTICE

Stay Fly

Sky Viper

be the batman

BATMAN ARKHAM KNIGHT

Heroes of the Storm 2.0

BLIZZARD ENTERTAINMENT

fight!

MORTAL KOMBAT X

The Harder Solution

Mike’s Harder Lemonade

latest work in under 90 seconds

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