CREATIVE PLATFORM + TAGLINE
Fable
Turning “choice and consequence” into a story about surprising outcomes.
Challenge
When every RPG promises “choice and consequence,” how do we communicate Fable’s take in a fresh way?
Opportunity
Instead of zeroing in on choices, focus on unexpected outcomes—how do the choices you make change the world in surprising ways? We landed on the tagline "Fairytale Ending Not Guaranteed" to drive home a creative platform that really emphasized the consequences of player actions.
Outcome
Our creative platform helped hyper-focus the narrative around Fable—the fan response turned from backlash during the Xbox Direct 2025 to hype in 2026.
