Earth Is Ours No More… foretell the many adverts you might have seen recently – announcing, not Donald Trump, but today’s release of the critically acclaimed PS4 title Horizon Zero Dawn. The game has been drawing extensive write-ups since it was first unveiled at E3 2015, with its creators Guerrilla Games responsible for such gaming landmarks as the Killzone series and the recent RIGS: Mechanized Combat League.
Horizon Zero Dawn is a third-person action RPG, set in a lush, beautiful open world in the far future where nature has reclaimed the ruins of a forgotten civilization – a world where mankind is not the dominant species, and highly advanced machines sit at the top of the food chain. You play as Aloy, a young outcast from a tribal society, who has learned to hunt the machines and unravel the many mysteries that surround her. The game’s concept explores the juxtaposition between the danger (of technology/machinery) and the natural beauty of the world – something we were asked to convey by Sony Computer Interactive Entertainment, for the limited edition media kit to promote the game’s release.
Each of these aspects are revealed as the recipient works their way through the media kit – starting with a striking lasercut o-ring with textured foliage imagery. Details of the inner content are revealed through the lasercut leaves – a tactile stone effect clamshell box, with localised silver foiled text. The clamshell box opens to reveal machine imagery printed on a striking silver metallic paper as well as an introductory letter from the MD of Guerrilla Games; 20 page concept art booklet with localised text and media assets link; and a poster with exclusive artwork – all held in a leather-effect debossed bellyband – which sits on top of the review disc, attached to the base of the clamshell.
The kit is intended to be very tactile, with the use of speciality papers and finishing details – such as the silver that runs through the kit and hand sewn booklet – giving a really premium aesthetic. The content also plays on a triangular pattern that is a key part of the game’s aesthetic, whilst the handwritten numbered editioning on the clamshell furthers the exclusivity.
For 50 key influencers, their media kits were delivered as part of an exclusive VIP package. Presented within a black corrugated card box with personalised address label, within which was a bespoke HZD rucksack – with personalised name tag. The rucksack is opened to reveal the media kit, a HZD cap, t-shirt and framed picture of Aloy. A special mini-kit was also commissioned by Sony Canada, who had the booklet, poster and letter with bellyband dispatched in a bespoke black envelope with the triangular pattern and capacity for the retail game pack.
In total, 2236 kits were produced across 10 languages and delivered to 30 territories around the world, in time for recipients to play the game before the review embargo date. Imagery of the kit and from its production to be found below, with further imagery on a future Fluid website update. View some of the recipient’s reaction to their kits as they unbox them here and here.