FUTURISTIC, ANDROID INFLUENCED PLAYSTATION MEDIA KIT

Detroit: Become Human is the latest release from Quantic Dream, expanding on the studio’s legacy of gripping, narrative driven experiences such as Heavy Rain and Beyond: Two Souls. Set in the 2038 near-future metropolis of Detroit, which has been rejuvenated by CyberLife’s invention and introduction of androids into everyday life. But when androids start behaving as if they are alive, events begin to spin out of control… and players choices have consequences as they co-write the story through the actions of the story’s three playable android characters, asking “how far will you go to be free?”

We were once again briefed by Sony Interactive Entertainment Europe to create the game’s media/influencer kits. They wanted something really memorable and unique to deliver the game code and a Dark Horse mini-artbook - facilitating social media coverage and furthering the game’s marketing. Our starting point became a triangular badge seen on the android’s chests, which evolved into a triangular rigid presentation box - the shape allowing further reference to the 3 main characters of the game - Kara, Connor and Markus.

CREATIVE DIRECTION

The kit’s visual direction was lead by the game’s futuristic storyline and in-game CyberLife branding, and a range of content was intended to inform and intrigue recipients - with the game delivered as a digital download code, a more on-theme delivery method than the usual Blu-Ray disc.

CREATIVE DIRECTION

The kit’s visual direction was lead by the game’s futuristic storyline and in-game CyberLife branding, and a range of content was intended to inform and intrigue recipients - with the game delivered as a digital download code, a more on-theme delivery method than the usual Blu-Ray disc.

The kits were delivered to over 30 global territories just 8 weeks after our final briefing, and created a mass of great social media coverage

PROJECT FEEDBACK

The media kit received amazing feedback from media, SIEE and Quantic Dream and were also utilised for the launch event in Detroit.

RETAIL PROMOTION

We also produced a separate promotional pack for distribution to videogame retailers during the game’s launch period. These featured a data card about android behaviours and temporary tattoos of the android LED to be applied to staff’s temple.

RETAIL PROMOTION

We also produced a separate promotional pack for distribution to videogame retailers during the game’s launch period. These featured a data card about android behaviours and temporary tattoos of the android LED to be applied to staff’s temple.

SIMILAR.