This challenge was to ideate a launch campaign for the new mobile gaming service, Amazon Underground, which lets users play apps and games for free using their Android phone. The following are my initial concepts for the Amazon AppStore launch that explored the game characters and game art as the hero of the campaign.
Creative Direction, Concept, Visual Design
Perhaps one of the most critical elements to any successful game is the world it’s set within. It must be a world that instantaneously intrigues a gamer’s curiosity and sense of exploration. Gameplay may keep a gamer for the long haul, but it’s the world developed around it that makes any game stand out from the competition. In a bigger sense, Amazon is creating a new world with similar values—The Free World. It’s a place where the customer, the developer AND the characters are finally free of the traditional pricing models that have restricted exploration. This concept invites customers into this new world, affirming that fun is back for good, and this time it’s totally free.
The spirit of advancing to the next level has changed in recent years thanks to in-app purchasing. It’s taken away both the thrill of achievement and bragging rights. For gamers, these micro trans-actions have become a macro turn-off. Amazon Unlocked ditches the traditional model, allowing gamers to focus on discovering new games without a downgrade in graphics or gameplay. We implement a fresh take on polygon-based design to underscore transparency and pay tribute to video games’ roots, visually inviting gamers to be a part of the thing that will change the industry forever.