What if our in-game moments played out like a blockbuster?
RONDO
Ground of Honour
Client
Krafton PUBG(Players Unknown Battle Ground) \ Global Campaign
Agency
Jung von Matt. Hangang & China
Chief Creative Officer: Bill Yom
Creative Director: Arthur Li, Sam Sun, Mengxi Wang, Junkyu Lee
Art Director: Donghun Lee, Wenjing Guo, Shuai Liu
My Role
Copywriter
Award
ADFEST 2024: Entertainment Lotus Bronze
A new map gives active PUBG players new to drop and challenge. But for those who've stopped playing, it's just another update. So when PUBG introduced RONDO, its first large-scale China-inspired map, we needed more than new locations to show. We needed to remind players why they loved PUBG in the first place.
Rather than simply showcasing RONDO as a new map, we set out to reignite what players already love about PUBG: tactical gameplay, squad dynamics, and the thrill of outsmarting opponents.
RONDO: Ground of Honor brought these familiar gameplay experiences to life through a live-action showdown starring Lee Jung-jae and Daniel Wu. Set on the new map, the film used RONDO’s features and the rivalry between two squads—one driven by loyalty, the other by strategy—to build a compelling narrative. By capturing the tension, anticipation, and excitement of PUBG in a cinematic story, we aimed to carry that same thrill from watching the film into playing the game, giving former players a reason to drop back in.
Trailer Video
Main FilmStarring Interview
In-game Skin (ALPHA)
Alpha and his squad mates symbolize the team-focused PUBG player archetype, leveraging seamless cooperation and mutual support to systematically claim victory.
In-game Skin (BETA)
The character symbolizes the player type in PUBG who strategically navigates the game for victory, using every resource available—including terrain and teammates.
TIMESQUARE OOH
Instead of a typical map drop, we rolled out the update like a blockbuster film premiere —embedding game mechanics and lore directly into pop culture across on- and offline channels.
