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A Strategic Collaboration to Amplify Mystery and Hype

French video game studio Don’t Nod, known for immersive, story-driven adventures like Life is Strange, is unveiling its highly awaited new game, Lost Records: Bloom & Rage, this month. To drive excitement and build a launch campaign that lives up to the game’s scope, the studio partnered with creative agency Biborg, which specializes in gaming and entertainment. In close collaboration with Don’t Nod’s social creative teams, Biborg developed an initiative designed to captivate the game’s passionate community and immerse players in its world ahead of and up to its release on February 18, 2025.

Building on the success of Life is Strange, Don’t Nod’s Lost Records: Bloom & Rage follows four high school girls who forge an unbreakable bond during the summer of 1995—until a life-altering event tears them apart. 27 years later, they reunite to confront their past in a narrative-driven adventure combining deep emotional storytelling.

Bringing Gamers Into the Mystery: Engaging Gamers

The earliest phase of the campaign, from November to December, centered on creating anticipation, teasing the enigma of The Abyss—an unexplained force featured in the game's trailer that shapes its narrative. Biborg created a series of assets designed to generate speculation, including teasers purposefully filled with glitches in both the creative and copy on and , further piquing gamers’ curiosity. The agency also shared a carousel on Instagram, inspired by Spotify’s year-end Wrapped campaign, reimagining it through the lens of Lost Records with nostalgic in-game moments.

In January, the campaign shifted its focus, emphasizing the game’s storytelling and relatability with its characters. Music took center stage, with the featuring See You in Hell, the official song by Nora Kelly, and a call inviting fans to .

The campaign delivered over 30 original pieces of content a month on the video game maker's , , and . As the launch date approached, the social media campaign evolved again, introducing key USPs, to lighter, more shareable, and highly engaging content designed to build real anticipation among players. Each format was carefully crafted to reveal exclusive assets—whether concept art, in-game visuals, or artistic direction—in a fresh and engaging way. New content will continue until April 15th, the launch date for episode 2.

“We’re incredibly proud to have been part of the launch campaign for Lost Records: Bloom & Rage alongside Don’t Nod’s social media team. Our collaboration quickly felt like a perfect match, and the creative back-and-forth between our teams led to unique, original content that resonated strongly with the community, driving exceptional engagement," said Kaïs ALI BENALI, chief business officer at Biborg.

“Biborg was the natural choice for our Communication and Social Media team at DON’T NOD starting from their very first pitch. After their invaluable support at the end of 2024, we knew we wanted to continue the collaboration through the release of both episodes of Lost Records: Bloom & Rage. The Biborg team brilliantly captured the essence of the game and players' expectations, turning insights into a content strategy that is both creatively and strategically relevant. Working with such a passionate and agile team, capable of adapting to the unique challenges of social media in the gaming world, is truly a pleasure,” said Sophie LANCE, social media strategist, DON’T NOD.