At the heart of Warner Bros.' global launch campaign for Middle-earth: Shadow of War was a simple question: what if your in-game Orc remembered everything? Through the fan-favorite "Not Today, Brian" campaign, we brought the game's innovative Nemesis System to life by transforming Orcs from generic enemies into memorable characters with personalities, loyalties, and grudges of their own. I supported production across the campaign as it rolled out globally through broadcast, digital, interactive, and out-of-home channels.