EA shows at E3 annually, and has previously shown a looping video inside, and another outside. Punctuated throughout the 3 days, are presentations every hour or half hour breaking up the day. Our brief was to come up with an EA unifying brand to encapsulate all game titles together, in a TV channel style modular approach. This would help show content on the main screen, allowing for differing durations of content, and including a diverse & energetic modular promo package to highlight up & coming shows, with flexibility to change at the last minute for any reason.
We came up with a ‘playlist stack’ approach to our modules, including trailer packaging for 25 latest games, promo Next & Laters, Line Ups, Brand Stings, Brand Openers, Sizzle Reel, and seamless ways into keynote presentations. Our 3d environment housed the actual 3d game characters animating and reacting in our 3d Brand space, and essentially introducing the trailer. We also showcase the 3d characters in a self contained attractor loop, where 15 characters animate in one EA brand space. Our overarching EA brand design is meant to illustrate that many separate game titles form the one overall brand of EA. Our brand direction for the show was based on the graphic element of the EA Rhomboid, where all the angles in the world echo the degree incline from the logotype.
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