Fortnite launched an in-game photography campaign coinciding with their collaboration with fashion brand Balenciaga, which created physical and digital apparel in limited edition.

The in-game photos appeared on the game billboards, rather than being circulated only on social media platforms and blogs. The campaign is titled Fortography and submissions are made using #Fortography hashtag on Twitter.

Unlike photo modes – which create a space isolated from gameplay to take in-game pictures and share them outside of the game on social media – in fortography the game becomes the content (the subject of the photographic act), the camera (with capture and replay capabilities) as well as the circulation space of the images (the in-game billboards).


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