Grand Theft Auto 5
The release of Grand Theft Auto 5 broke seven Guinness World Records after a five-year wait.
The game makes fun of America, so the marketing had to come from inside the joke. I led the campaign and key art, and built parody brands for the world of Los Santos, down to LS Weekly, a full spoof of US Weekly. Its feature on a mountaintop UFO cult was a clue to a secret players could find in the game. The cover art, visual style, and collector's edition pre-orders were revealed in a set order, building to the biggest launch in entertainment history.
$1B
In sales within 3 days of launch and 7 Sales world records broken
375MM
Units sold (as of 2023)
$8.3B
In revenue (as of 2023)