Cyberpunk 2077

CD Projekt Redd didn’t want a typical game campaign. They wanted something that captured the anarchic spirit of Night City while hyping the upcoming release for press and fans.

My job was simple: write scripts bold enough that Keanu Reeves would actually want to say the lines.

I built a series of commercials that leaned into attitude, danger, and style – each one designed to feel less like advertising and more like a glimpse into the world itself.

Our first spot hit hard as fans and press alike went wild for our anthemic celebration of criminal chaos, calling it “cool, flashy, and badass in all the right ways”.

From there, we escalated into deeper, darker territory, pushing further into the tone of the game.

While our final commercial explored the decadent amorality fueling our hero’s quest.