CAMPAIGN STRATEGY AND CREATIVE FOR CODEMASTER’S ASCENT TO POLE POSITION
We wanted to make Dirt 4 transcend rally’s hobbyist heritage and niche routes. We aimed to build a creative direction with a drama and appeal that could carry its weight in any genre. With huge amounts of new game content, a commitment to marrying the experience to music and a ‘Be Fearless’ ethos already established for the campaign - we had a lot to work with.
We began by putting pencil to paper, playing with shape and forms that could communicate the movement and energy inherent in Dirt 4
Inspired by a heart-beat cranked on adrenaline, a soundwave and the contours of a race track; our chosen route perfectly hit the apex of the technical and evocative, leaving us with a darkly aspirational lifestyle-lead campaign that honoured the intricacies of rallying and the new content of Dirt 4 whilst elevating the franchise to beyond a rally sim.
Our direction was rolled across all marketing media for the launch of Dirt 4.