The game releases later this year, and is a violent, dystopian glimpse of a future where runners literally fight to the finish line in a game that blends free-running, combat and racing. Crucial to bringing, Netflix and Warner Bros. The team created the name ideation, logo and key art as well as crafting the website design and trailer.
The Deathsprint 66 branding had to combine sports entertainment, lifestyle and video game references.The gameplay pillars - jockeying clones, the quest for fame, and the spectacle of a futuristic high speed death race, translated directly into core elements of our visual identity. The creative positioning was key in defining our route: our creative had to sit in the nexus of sporting entertainment, lifestyle and games - where danger meets velocity.
The pose felt absolutely right side on - so many games have key art oriented front-on, so differentiation by creating distinct assets was important. It feels less obvious, and reflects the brand’s simplicity and minimalistic look and the fact that the clone races are part of a voyeuristic sporting spectacle.
We then take forward three-to-four concepts to review with the client team. Once our Account Lead and Creative Strategist have a client-approved concept, the lead designer and art director work together with the team to begin producing final assets. We looked at the lighting and art direction of a range of fashion, lifestyle and movie creatives. In terms of games, yes,featured, but we also considered a diverse range of others - from Mario Kart, since the game is a racer - to the more lifestyle sports games such as SSX, Forza, and so on.
Source: Entertainment Trends (entertainmenttrends.net)
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