Alan Wake at 15: OOH Marketing & Transmedia That Still Haunts

Alan Wake 15 — OOH billboard 'Dark is Deadly' lit by a single bulb — OOH from Alan Wake — May 2010.

I didn't see much chatter on socials about Alan Wake game turning 15, so I wanted to take a moment to post here and give credit where it's due.

Alan Wake is a game that not only redefined storytelling in games (for me) but also helped shape my own career journey, ending with me living in Finland now, 'cause sadly Bright Falls is not real. Huge shoutout to Remedy Entertainment for creating a timeless masterpiece that continues to haunt and inspire many.

While we're at it, I'm sharing some of my favorite OOH marketing moments and transmedia efforts from 15 years ago, still some of the best disruptive and creative campaigns I've ever seen.

Bus shelter ad: dark scene by day, illuminated beam of light by night — Bus shelter OOH — day vs. night activation.

Bus shelter ad: 'In case of psychotic lumberjack, break glass' flashlight — "In case of psychotic lumberjack, break glass."

Billboard with sundial: ALIVE at noon, DEAD at night — Sundial billboard — Alive at noon, Dead at night.

Alan Wake key art — hanging lightbulb, 'Dark is Deadly, May 2010' — Alan Wake key art — May 2010.

Bright Falls — Transmedia done right

The Bright Falls miniseries, a perfect example of seamless storytelling beyond the game, still stands out as one of my favorite transmedia projects.

Bright Falls webshow poster — empty street with a white deer — Bright Falls — Transmedia webshow, 2010.

Here's to 15 years of Alan Wake, released on May 14, 2010. *Should be 16 years if you're reading this in 2026.

In case you wonder where to find the webshow:

Bright Falls — the full live-action miniseries on YouTube.