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Case Study: "Layers of Fear" 2023 Promo Trailer

Updated: Feb 23, 2024

An interesting case of a video that both promotes an upcoming game and dispells the rumors engulfing the title.


A thumbnail for a blog post showcasing the making-of Layers of Fear story trailer


TL; DR


In 2023, Bloober Team, a Polish game developer known for horror games, launched a promo trailer for the third installment in their flagship series "Layers of Fear." The aim was to clear any misconceptions about whether the title was a reboot or a continuation of their previous games. The trailer focuses on a mysterious African-American female writer from the 1950s and includes suspense and nods to the past Layers. The use of the "Faust" theme underscores the game's ties with high art. The trailer communicates that the 2023 "Layers of Fear" is an independent title with a fresh narrative, while also teasing its connection to the first two games.


My role: Write the narration, scenes, and dialogues lines.


Client: Bloober Team


Business: Video games, horrors, B2C




Context


In 2023, Bloober Team, a Polish horror game studio known for titles like "Layers of Fear", "Blair Witch", "The Medium", and the "Silent Hill 2" remake, sought a promo trailer for their next, and final, installment in the Layers series.




Objective


The release of 2023 "Layers of Fear" sparked a lot of confusion due to its complex nature — click here if you want to read what was all the fuss about. Players were unsure if this was a new addition to the series or a reboot of the original two games. The situation was further complicated by a name change just four months before release. To address these misunderstandings, the studio commenced a "Story Trailer" that clarified the game's premise and dispelled rumors that it was simply a remake of the previous titles.



The Making Of


Let's break down the trailer cause it was lots of fun to make.


The game tells the story of a black female writer in a remote 1950s American lighthouse. She appears to be seeking something, foreshadowed in her first words, "Talent, prestige, recognition. You took away what was rightfully mine. But what was stolen, can be reclaimed." These lines evoke mystery — who is she speaking to? How was her success taken? What role does the ominous lighthouse play in her career? These 17 words raise numerous questions, immersing viewers into the trailer.


Promotional clip, trailer, Layers of Fear 2023, video script, video game trailer, copywriting

As stated earlier, this trailer not only had to present the new plotline, but also hint at its connection with the first two games in the Layers series to longstanding fans. This is demonstrated through flashbacks, triggered by artifacts related to the past games — a detail veteran players will understand.


Promotional clip, trailer, Layers of Fear 2023, video script, video game trailer, copywriting

To highlight the game's artistic theme, I incorporated "Faust" into the trailer. I chose this book intentionally, drawing from the old German legend of Faust trading his soul to the devil for all the knowledge in the universe. This parallels the story of the Writer, the main character in the 2023 "Layers of Fear," who also made an absolute sacrifice for her career success.


Promotional clip, trailer, Layers of Fear 2023, video script, video game trailer, copywriting

Midway through the video, the mood intensifies. Supernatural events unfold, eerie music builds anticipation, and the pace sets hearts pounding. My favorite part, the mirror room, is an emotional apogee. The trailer appears successful in conveying its intended eeriness and mystery, as one YouTuber commented, "This has a high level of CREEPY...my kind of game. :)"


Promotional clip, trailer, Layers of Fear 2023, video script, video game trailer, copywriting


Results 


We've effectively communicated that the 2023 "Layers of Fear" is a new, standalone game with a fresh plot. Yet, it also intertwines with its two preceding titles. A YouTuber commented on the video, "This looks fantastic for a second. I almost forgot that it was just a trailer."



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©2024 Anthony Chiu: copywriter, storyteller, communication designer. Created with Wix.com

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