Creative Direction | Illustration | Animation | Sound Design | Copy Writing
The Willpower campaign emerged from a persistent misunderstanding of how to use Covenant Eyes's product, combined with a lack of clarity on overcoming addiction. My goal as project lead was to use a nostalgic medium—a video game—to illustrate that Willpower, Time, and accountability partners are crucial to overcoming any addiction. Since Covenant Eyes helps people struggling with pornography addiction, leveraging nostalgia or humor has proven effective for the company, making this approach fitting.
The campaign's narrative follows Colossal Man, Covenant Eyes's superhero mascot, as he navigates a journey to overcome his porn addiction. Throughout the game, his Willpower depletes, symbolizing the willpower people lose when resisting temptation, while Time is essential for recovering Willpower but is also a finite resource. The narrative emphasizes that while individual effort is important, accountability partners, or 'Allies' as Covenant Eyes calls them, are vital in restoring Willpower and overcoming obstacles when you no longer have the resources to do so.
The social campaign included a playable HTML version of the game (now sadly unavailable), an animated video depicting the game's narrative, and various social media and blog posts that tied the project together. The campaign ran for about a month and resulted in approx. 5K signups, and around 400K combined views across all channels on social media.