How do you hype a game that’s unannounced?

Amelore is a worker cooperative making digital games and thoughtfully crafted stories. I’ve been working with the crew as they get on their feet to help sketch out their voice, make marketing plans, do competitor analyses, and more. My favorite project so far has been finding ways to talk about their upcoming game—without being able to actually talk about their upcoming game.

Code Name Dusty Clarinet follows two musicians on the road to Nashville as they seek their fortune during the Great Depression. The team isn’t ready to share art or gameplay or even a real title, but I found a way to discuss Dusty Clarinet on social media while keeping the details under wraps: some light roleplay.

Since the game is a piece of historical fiction, 1930s media is essentially pre-generated lore for Amelore. Instead of playing “did you know” documentarian or generating history memes, I suggested they talk about 1930s figures and events in a conversational way, almost as if they’re happening in present day.