Case Studies
From NASA to the Call of Duty Universe
A Navy SEAL who became an astronaut, reimagined as an in-game navigator skin and equipment — with proceeds funding veteran employment.
The Challenge
Activision and the Call of Duty Endowment were looking for ways to connect the Call of Duty franchise to real stories of military service while supporting veterans moving into civilian careers.
What We Did
Hipsetter represents Chris Cassidy, a retired NASA astronaut and former Navy SEAL whose combination of military service, spaceflight, and leadership made him a natural fit.
Working directly with the Activision and Call of Duty Endowment team, we developed and activated the campaign with Cassidy — bringing the talent, the concept, and the commercial structure together, and coordinating launch press alongside the Endowment's PR team across general market, space, and military and veteran outlets.
Execution
Cassidy became the inspiration for a Navigator Tracer Pack in Call of Duty. Proceeds supported the Call of Duty Endowment and its work placing veterans in meaningful employment.
Impact
A major entertainment franchise connected to a purpose-driven initiative, using gaming to fund veteran employment — and a commercial structure that reached an audience the space community rarely touches.
