Yakuza 6 Launch Commercial

Overview
To celebrate the sixth installment of Sega’s iconic Yakuza franchise, the launch campaign took a nostalgic, story-driven approach—revisiting key characters from past titles through a live-action “Where Are They Now” concept. The three-part commercial series reframed the legacy of the franchise while building anticipation for the return of its hero, Kiryu.

Challenge
The campaign needed a visual identity that honored the franchise’s gritty roots while supporting a cinematic live-action execution. The branding had to feel grounded, emotional, and reflective—capturing both the weight of the series’ history and the gravity of Kiryu’s legacy.

Role
I was responsible for the title treatment and identity exploration for the campaign episodes that matches the in game overlay graphics. My focus was on creating a mark that could live seamlessly across the live-action footage and staying authentic to the Yakuza brand universe.

Outcome
The title treatment anchored the visual branding of the campaign and unified the three-part commercial series under a cohesive identity. It supported the live-action storytelling while reinforcing the grounded, legacy-driven tone of Yakuza 6.

Client: Sega
Agency: Liquid Advertising
Executive Creative Director: Patrick Runco
Creative Director:Julie Crow
Sr. Art Director: Chris Cadiz
Producer: Mio Takahashi