Horizon Zero Dawn is a thrilling action role playing game exclusive to PlayStation.4, developed by the award winning Guerrilla, of Killzone fame. HZD’s initial March 2017 release was followed by the Frozen Wilds DLC in November and December’s Complete Edition – which incorporated all updates since it’s initial release. In the game, the player assumes the role of Aloy, an outcast of a remote tribe, who “must explore a dangerous, overgrown wilderness ruled by terrifying machines to unravel mysteries of tribal societies, ancient artefacts and advanced technologies that will determine the fate of this planet, and of life itself”.
We were tasked with a slightly less intimidating task… to create a bespoke and unique media kit, which could be both a Xmas gift and promote the game’s release. The central component of the kit became a HZD themed snowglobe, presented within a hinged lid presentation box and custom mailer box. The presentation box outer featured an inverted version of the HZD triangular brand pattern used in the original media kit – printed in Pantone 877 Silver on the same tactile white artpaper as the original HZD media kit’s clamshell. The box design gave the kit a snowy/winter-esque aesthetic and was supplemented by a silver foiled Guerrilla logo on the lid and a numbered editioned sticker, printed in Pantone 877 Silver and black.
The hinged lid box opened to reveal the HZD Complete Edition keyart on the inner and the snowglobe in the base – held securely in position by a card fitment, partially covered by fake snow. The fake snow was brushed off to reveal arrows on the fitment indicating for the recipient to open. The snowglobe made a bold impression when removed from the box – sized at 142mm diameter x 120mm high. It’s coloured plastic base featured the logo, whilst inside the globe was a 2D printed diecut plastic insert of Aloy amidst white snow and double sided printed background insert. The base of the snowglobe featured a fitment to hold the review disc.
With the snowglobe removed the card fitment could also be removed, which gave a further reveal on the box’s black inner; the game logo in silver foil, to match the box outer lid. The card fitment folded out to 527 x W 424mm, and featured a mixture of concept art and screenshots showing new elements of gameplay, alongside localised marketing information. The blue referenced the game’s keyart, the orange linked to the original media kit booklet and the silver Pantone detail furthered the premium presentation. The card fitment was also perforated, allowing the collar section to be removed before use as a backdrop for the snowglobe.
The media kit was delivered to 761 recipients to tie into the game’s release date in time for Xmas, with great feedback, YouTube unboxings and social media coverage – including a Twitter post from the MD of Guerrilla celebrating the delivery of their kits. Imagery of the kit and it’s production below, with further imagery to be found on a future Fluid website update.