I love dragon quest
To promote their European launch, we created an interactive film that invites users to try to distract avid DQ fan, Nobu Yamada, from his world record attempt at playing the longest ever game of Dragon Quest. The franchise is one of the most successful and valuable in Japan.
To support the European launch of Dragon Quest: Journey of the Cursed King (originally Dragon Quest VIII), Square Enix approached us with the challenge to introduce one of Japan’s most iconic RPG franchises to an audience largely unfamiliar with it.
Our task was to create a viral digital experience that would capture attention across Europe and convey just how addictive Dragon Quest really is. The campaign needed to be engaging, culturally relevant, and built for high shareability.
Inspired by successful interactive experiences like “Subservient Chicken,” we developed a fully interactive film centered around Nobu Yamada; a fictional superfan on a mission to break the world record for the longest Dragon Quest gaming session.
Users were invited to disrupt Nobu’s marathon by triggering various objects in his room. Each click unleashed a different video response, from mild annoyance to full-blown rage. The goal: make Nobu so angry he quits playing altogether.
The experience unfolded across three levels, each with escalating difficulty and more outrageous reactions. The right sequence of distractions led to the ultimate reward; watching Nobu completely lose it.
Packed with Dragon Quest memorabilia and Easter eggs, the interactive room encouraged users to explore, engage and immerse themselves in the experience. The Japanese-language character added authenticity and humour, while European subtitles made it instantly accessible to a multilingual audience.
The campaign was a hit. It clocked over 80,000 plays in just three months and was shared more than 10,000 times, earning coverage in several industry publications. It proved how humour, interactivity and cultural playfulness could turn a product launch into an unforgettable experience.
Set design & video production
UI design
The game
Outakes
