Curve Digital approached 20ten to help launch a nostalgic ‘80’s action movie’ inspired game that involved a jail break and a revenge mission for justice, all wrapped up in an old school GTA viewpoint.
Needless to say we couldn’t say yes quickly enough and set about the task of getting American fugitive out there.
From brand origination through to a full suite of digital assets the launch added a vibrant new addition to the action genre.
BUILDING THE BRAND
The first stage of the process was to build a clear and obvious brand direction. Leaning heavily on the game's influences a new brand identity was created which fused together bold typography with the iconic colours of the American prison system.
As the game continued to progress we worked closely with the developers to create the right styling of the lead characters. Working through poses and mannerisms the team were able to help shape the personalities at the heart of the game.
BRINGING THE STORY TO LIFE
To launch the title across digital channels a 3 stage trailer strategy was developed, inspired by the classic movie launch campaigns.
The first, a heavy CGI based teaser was created to tell the initial narrative of the franchise. The following two looked to build on the game content as we showcased more footage and characters. The trailer finished with a classic 'news coverage' pastiche watching the hero race through exciting scenarios in the game.
CREATING THE SPACE
Whilst the game's own engine was created to deliver rich environments on a large scale from above we wanted the launch trailer to have a richer, heavier production value to introduce our hero and connect with the audiences.
A full CGI set was constructed to allow us to feature our central protagonist within his cell as he plotted his revenge, the end scene beginning the escape. This allowed us to create dynamic lighting and animate around the space getting the angles we wanted to tell our story.
CAPTURED ON CAMERA
PAYING RESPECT TO THE INSPIRATION
As a final nod to the source inspiration, 20ten worked alongside artist Dave Merrell to create a original piece of exclusive art.