The PAYDAY franchise is a series of games based on performing heists in various setups and locations, from small banks to large prisons. Ten years after the release of PAYDAY 2, it was time for a sequel. We needed to transition players from the existing game to the upcoming installment while maintaining their engagement with the franchise.

The video’s objective is to enhance the heist fantasy in a cinematic Hollywood style. The more serious tone of the cinematography reflects the more grown-up and serious tone of the new installment of the franchise. Building the lore and adding to the universe is crucial in order to create a deep connection to the franchise and maintain the PAYDAY legacy.

In this live-action representation of what the players experience in gameplay, we focus on greed and how the pursuit of every bill can jeopardize the entire heist. This is a situation very relatable to our player base.

We follow our four core heisters in a daring coup to rob a bank. As the well-planned heist seems to go without hiccups, they get interrupted by a SWAT team. With furious action, our anti-heroes must fight their way out, their greed not allowing them to leave any loot behind.

Credits

Creative Director: Oscar Wickman / Starbreeze Entertainment

Producer: Niklas Adolfsson

Production Service: Münchhausen Productions

Local Producers: Elina Jozauska & Elina Rode

Director: Stefan Pflug

DOP: Jacob Møller (DFF) / ArtOfficialAgency

Production Company: Thirsty Film

Client: Activision 2016

Agency: AKQA

Client: Levi's 2015

Agency: AKQA