Free Trial Trailers
Challenge:
In the lead up to the release of the fourth expansion of Final Fantasy XIV Online, Square Enix needed to promote their free trial and bolster registered users. They also needed data on which aspect of the game was more successful in acquiring new players.
Solution:
We created a set of trailers focused on exploration and monsters as two themes that would be attractive to player acquisition. Each trailer had a separate mood, excitement level, and color scheme for graphics, supers and end cards.
Exploration
We selected scenes of landscapes, and highlighted terrain traversal with a focus on flying mounts to give a sense of world scale. We also rotoscoped our custom copy points into the scene in gold text with a subtle glow to provide depth. The music we chose was uplifting and hopeful.
:30 Exploration Trailer
:06 Exploration Cutdown
:06 Exploration Cutdown
Monsters
To highlight the monsters, we took a more action packed approach with intense music and darker tones to communicate tension and ferocity. Silver text was rotoscoped into the scenes using the same font as the Exploration trailer to keep them seamlessly connected as part of the same campaign.
:30 Monsters Trailer
:15 Monsters Cutdown
:06 Monsters Cutdown
My Role
As Art Director, my role included ideation, copy, art direction, edit direction and hands on design work.
The Team
Johnny Fornier (Editor), Carrie Brito (Motion), Todd Iorio (Executive Producer), Josh Esquibel (ECD)
The Agency
Platform 2021