VICE JOBS

GTA 6 is the cultural release of the decade, so instead of advertising the game, we extended its world. In-universe “Now Hiring” posts from Vice City’s parody brands led to Vice Jobs, where an AI-trained NPC interviewed applicants in character. Top fans advanced to a live mission at a Miami hotel standing in for the Ocean View—completing the jump from fiction to reality. We grounded every detail in Rockstar’s lore—brand histories, tone, and visual codes—so it all felt truly native to Vice City. The result: entertainment built for gamers—fake brands recruiting real people, rewarding diehards with first steps inside Vice City.