Call of Duty wanted to stoke the gaming community to introduce
the third game of the Black Ops franchise, which took place in 2065.
We made up a world not far from the one we know. A world where our own choices
lead us to an improved version of humanity, with its logic aftermaths. With no paid media,
"Ember" reached more than 10 million views in less than a week.
As the conversation caught fire on the media, we released a site to measure how far is our society willing to go in order to become better.
A test inquired the audience about the moral questions that implied the theme of the game.