Context

This project involved supporting the Italian localisation of marketing materials for a horror game with puzzle elements during its pre-launch phase.

The campaign covered multiple channels, including digital storefront content, social media assets, and press materials. Marketing copy adopted an atmospheric tone, using minimal and suggestive language to build intrigue around its narrative and visual identity.

The source marketing materials relied heavily on ambiguity to convey the game’s eerie and mysterious tone. Preserving this balance in Italian presented a challenge, as literal translations risked flattening the atmosphere, while more interpretative adaptations could introduce unintended shifts in meaning.

Content was distributed across multiple platforms with differing requirements, including concise social media copy, structured storefront descriptions, and more formal press materials. Maintaining a consistent tone of voice required careful adaptation to each format’s constraints.

To maintain ambiguity without over-explaining, I prioritised evocative equivalence over literal translation, adjusting phrasing to retain a natural sense of tension and rhythm in Italian. This allowed the localisation to remain suggestive while avoiding unnecessary clarification of narrative elements.

I also established a shared tonal baseline to ensure consistency across channels, adapting it to suit each format: creating engagement for social media content and providing clarity for storefront and press materials.

Finally, when working with space-constrained formats, I prioritised key messages and restructured content to maximise impact while preserving tone. This ensured that even short-form assets remained aligned with the game’s distinctive identity.