IO Interactive’s reveal of 007 First Light came at a moment of intense anticipation around the James Bond franchise, making it more than a typical game announcement.
Introducing a new Bond and an original story built for games, the reveal aimed to make a cultural impact. Unveiled during Summer Game Fest 2025—one of the busiest weeks in the games calendar.
Bastion’s role was to ensure the game stood out and resonated with both gamers and Bond fans. The goal was to build strong excitement around a new chapter in the Bond universe, created by the acclaimed team behind Hitman.
Bastion supported IO Interactive with strategic messaging shaped by research into the franchise and prepared the team for post-reveal interviews. We made it clear this was an original story, not a film tie-in, and clarified its independence from the movie series. We developed focused media lists, secured interviews, and managed outreach to ensure the announcement landed with impact and clarity.
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