STM’s role was to create a seamless experience between the various aspects of the campaign (TV, web, mobile, street, and print). The program provided a way to bridge the narrative experience and to help build awareness not only for the game launch but to also drive people to the website bewaresamfisher.com

In addition, Lance wrote and directed a series of web films that cast real actors that resembled characters from the game. The web films placed the characters in scenarios that later were modeled and added to the game’s cut scenes.