Integrated Campaign
Over the course of multiple years, multiple editions, and hundreds of assets, we supported MK11 with website development, media, ads, packaging, display, 1st party storefront and on call design. We viewed our collaboration with WB games as an extension of their internal creative services team. We developed campaign materials on a rolling basis as new characters and editions were introduced.
Website
We developed the MK11 website, and supported it through constant character additions, content updates, and homepage refreshes to support the Ultimate Edition and Aftermath. With six interior pages, we made sure the site fit elegantly within brand guidelines, but was module based for easy updating as the needs of the game changed over time.
Website Example Interior Pages
Here are a few example interior pages, including the roster detail page, where an individualized character video played in the masthead, as well as the purchase page which drove traffic per edition, and retailer.
Website - Edition Homepage Refresh
With each major edition to MK11 we upgraded the design of the site to reflect the new versions of the game making sure that it still felt in line with the brand, while feeling fresh and exciting for returning players.
Packaging
We covered all aspects of packaging including design and mechanicals for print, and digital pack shots for online retailers. Each set of packaging needed PSN, XBOX, PC and eventually Switch versions, as well as localized mechanicals, DLC inserts and the Kollector's Edition O-Ring. I personally designed the packaging and created the print mechanicals.
Premium Edition Key Art
We were asked to create a Premium Edition piece of Key Art for use in digital layouts and media that fit nicely in the SKU line-up. We opted to apply a fresh paint over on the original Standard Edition artwork, for a darker feel more luxurious feel we went with blacks and shining gold.
Digital Storefront
We designed and produced all the digital storefront assets. All assets needed to fit within the same design language, feeling related to each other and clearly communicating the content. Aside from the game editions and currency, we also included all DLC and individual DLC characters as they were released on a rolling basis.
1st Party Paid Ads
We supported multiple 1st Party paid initiatives, including highlighting individual characters. The Joker and Harley Quinn are just two examples of some of the paid ads we created, all having to have a streamlined design language.
Display Banners
We did several static and rich media display banner sets for different marketing beats of the game. Starting with integrating the live action footage, and eventually designing the accolades banners complete with gameplay edits. Here are just a few examples of Rich Media Units.
Campaign Support Design
We were on call with WB Games as they rolled out MK11, the Expansion Packs, Ultimate Edition, and finally Aftermath. Each of those beats required additional graphic support from release maps to SKU line-ups. All assets had to be meticulously designed with the evolving brand guidelines in mind for each edition.
Cinemagraphs
We needed movement and animation for various uses including end cards, social posts, and website usage. We animated the key art based off of the edition's key art. Keeping polish and mood top of mind.
Popular Characters
With the release of aftermath, WB Games wanted to do something fun and different to celebrate their most popular characters, I created a series based off of the individual personality or ability aspects of the characters.
My Role
As Senior Art Director, my role included ideation and concept, art direction, design, copy, client liaison. I was the creative lead, and had a direct line with the client, providing design support as needed.
The Team
Bill Dahlinger (Dev), Josh Esquibel (ECD), James Yamagucci (Designer/ Finisher), Jessica Castro (Art Director)
The Agencies
Platform 2021