The challenge

The Resident Evil campaign had to balance several needs at once.

Fans needed a reason to care. Newer guests needed enough context to understand the experience. The business needed a clear path to ticket purchase. And the copy had to stay aligned across email, web, CRM, and ticketing-related touchpoints.

That meant the messaging could not simply rely on name recognition. It needed to create urgency, clarify the offer, and move guests through the experience with confidence, all while preserving the fear, suspense, and survival-horror energy that make Resident Evil feel like Resident Evil.

My role

I supported campaign copy and content strategy across the Resident Evil email experience, helping refine messaging hierarchy, CTA clarity, experiential framing, and cross-channel consistency.

My work focused on making sure the campaign could:

• Introduce the experience with enough context and impact

• Balance horror-forward storytelling with clear guest action

• Support ticket consideration without overwhelming the message

• Align email messaging with related web and ticketing touchpoints

• Maintain brand and IP sensitivity across copy decisions

• Clarify important attendance and capacity-related details

The work

Campaign email

The email needed to do more than announce a new horror experience. It needed to create a sense of immediacy while helping guests understand what was being offered and what to do next.

The content approach focused on tightening the message around the core guest question:

Why should I go, and why should I act now?

From subject line and preheader strategy to body copy and CTA placement, the email was shaped to move quickly from atmosphere to action, giving the campaign enough narrative weight to feel exciting, but enough clarity to support conversion.

Message hierarchy

Because Resident Evil carries strong recognition on its own, the messaging needed to avoid overexplaining the franchise while still giving guests a clear reason to engage.

The hierarchy prioritized:

• Immediate recognition

• A clear experiential hook

• Tension and urgency

• Ticketing clarity

• A direct path to action

This helped the campaign stay focused, especially in a format where guests may only scan for a few seconds before deciding whether to click.

Cross-channel clarity

The email also needed to connect cleanly with the larger guest journey. That meant thinking beyond the inbox and considering how the message would continue across web, ticketing, and other owned digital touchpoints.

The goal was to make the campaign feel cohesive from first impression to click-through, reducing friction between the excitement of the announcement and the practical steps needed to attend.

The approach

Lead with the hook.
Use the strength of the Resident Evil name to create immediate recognition, then quickly connect that recognition to the guest experience.

Protect the tone.
Keep the language tense, immersive, and horror-forward without making the path to action harder to understand.

Clarify the action.
Make ticket consideration and next steps easy to identify, especially in a fast-scanning email environment.

Respect the IP.
Balance fan expectations, brand standards, and approval considerations while keeping the message focused and usable.

Think beyond the email.
Shape the campaign as part of a larger digital journey, not just a standalone send.

The value

This work helped support a clearer, more cohesive campaign experience for Universal Horror Unleashed, giving guests a stronger sense of what Resident Evil brought to the venue and what action to take next.

For me, the project represents the kind of content strategy I enjoy most: translating a high-recognition brand moment into a focused digital experience that can build excitement, support business goals, and still feel useful to the guest.

It is horror with a job to do.