In the campaign of Black Ops Cold War, you'll create your own operative, codenamed 'Bell'. While the visual customization is somewhat limited, your choices for Bell's background and psychological profile can subtly influence dialogue and certain narrative elements. Here's what you can customize:

- Name: You can choose a first and last name for Bell.
- Gender: Select male, female, or classified. This primarily affects voice acting and character model.
- Skin Tone: A range of skin tones are available.
- Birthplace: Choose a country of origin.
- Military Background: Select a branch of service (e.g., CIA, MI6, KGB). This is largely cosmetic but adds to the character's lore.
- Psychological Profile: This is the most impactful choice. You'll select two perks from a list, each granting a small, permanent bonus throughout the campaign. For example:
- Violent Tendencies: +25% bullet damage.
- Paranoid: Faster ADS speed.
- Lone Wolf: Increased sprint duration.
- Reliable: Reduced equipment cooldown.
Carefully consider your psychological profile choices, as these bonuses can provide a slight edge in combat. While not game-breaking, they can complement your preferred playstyle. For instance, if you favor aggressive engagements, 'Violent Tendencies' might be a good pick. If you prefer stealth, 'Paranoid' could be beneficial for quicker target acquisition. Remember, these choices are permanent for your campaign playthrough.