Tame a World Gone Wild
EA Games. Creative Director/Lead Creative
For the global launch of a brand-new video game IP—WILD HEARTS— we drew inspiration from Japanese folklore to ground the game's epic action in centuries of culture and history.
This 360° global campaign included a tentpole trailer, landmark outdoor advertising, and gameplay reveal assets.
Launch Trailer
An ancient folktale is interrupted by a creature of legend. Produced with The Mill, this trailer won the 2023 AICP Post award for Cinematic Game Advertisement.
In Shibuya, an interactive 3D experience featured the nature-based power of the kemono …
… and in Times Square, we brought our Launch film to kemono-sized life.
Landmark Out-Of-Home
We produced takeovers of Shibuya in Tokyo and Times Square in New York City.
Gameplay Trailers
These tentpole assets were supported with trailers featuring in-game action and narrated by the game’s core characters.
Reveal Trailer
Introduces us to the land of Azuma, its fearsome creatures and fantastic ancient technology.
Story Trailer
Delves into the lives of Azuma’s people, its rich history, and uncertain future.
Karakuri Trailer
Focuses on WILD HEARTS’ unique gameplay mechanic.
Creatures Trailer
A special featurette at The Game Awards inspired by Japanese calligraphy.
The idea I wish we’d been able to do.
Before deciding on an in-show featurette, we discussed bringing the WILD HEARTS’ giant kemono to life by projecting animated images of them onto the The Game Awards’ venue and surrounding buildings.
Example of giant creature projection by Julien Nonnon.