For Bandai's sadistic epic Dark Souls 3, we created press mailers to be sent to thousands of Gamestop employees nationwide. This was a grassroots strategy to get retail presence without the cost of standard retail media buys. Darks Souls is notoriously soul crushing, so our self help guide wasn’t your traditional tips and cheat guide. It was more of an emotional primer to arm associates with tools to convince potentially reluctant customers that its okay to die hundreds of times.