BRAND CAMPAIGN

We developed a strategic and creative framework that focussed on building brand awareness and cementing purchase intent for the game over six key campaign phases.

Our creative execution strategy hinged on the following components:

Stunning and disruptive visuals for the game’s global branding
A highly entertaining and engaging social media campaign
Activating fans at consumer gaming events (E3, SDCC, PAX and NYCC)

LEGO DC Super-Villains is the first LEGO video game to ever focus on the bad guys. It’s also the first time LEGO players can create their own character and play a central part in the game’s unique and authentic story.

PREMISE:
A discovery and celebration of your inner-villain.

BIG IDEA:
You have permission to misbehave and fulfil your inner-most villain fantasies

TAGLINE:
It’s good to be bad

THE VISUAL IDENTITY

Breaking the mould of what is expected for a LEGO title, we proposed using a disruptive and chaotic visual language.

Brand Pillars:
Villainy × Chaos × Humour

KEY ART

Our approach:

DELIVER THE NEW STORY
LEAN IN TO THE VILLAINS THEME
ESTABLISH A DIFFERENT CREATIVE APPROACH

BESPOKE VANDALISMS

In order to correctly position the villainy of the campaign, we created our very own lettering and icons that became central to game’s global branding and campaign.

ANNOUNCE TRAILER

We conceptualised and directed the announce trailer for the game.

PACKAGING

RETAIL / INSTORE

EVENTS

We created an interactive build-your-own Super-Villain experience for touch-screen kiosks at US gaming conventions such as E3, Comic Con and PAX. Create your own here