Call of Duty, Case Study

Call of Duty Didn’t Want Hype. They Wanted Plausibility.

For the global launch of Call of Duty: Advanced Warfare, Activision brought Morris in as a futurist and public commentator—not to talk about gaming, but to translate fiction into foresight. His task: bring credibility, clarity, and real-world connection to a story centred around private military corporations (PMCs), exoskeletons, drones, and a 2059 battlefield shaped by advanced tech.

Morris served as the media voice of the Australian launch campaign—conducting press interviews, national TV commentary, and digital features that linked the game’s technology to today’s emerging defence realities. He mapped a future of warfare shaped by automation, unregulated force, and tech-first ideology—and explained why the world imagined in Call of Duty isn’t far off. It’s just unevenly distributed.

Shift: From speculative sci-fi to real-world signals and media traction.

The result?: A successful media rollout that positioned Call of Duty: Advanced Warfare not just as entertainment, but as a credible window into possible futures—with Morris as the anchor between story and society.