Ubisoft — FURRY FURY
Client:
UBISOFT
Creative Direction
Art Direction
Ubisoft — FURRY FURY
Client:
UBISOFT
Creative Direction
Art Direction
About the project
The mandate was to move beyond standard case studies and illustrate our creative range to a global video games publisher through the creation of original intellectual property. We aimed to disrupt the serious tone often found in competitive shooters by introducing a vibrant and chaotic universe. The objective was to demonstrate how strategic branding and campaign thinking can integrate with core game design principles to build a comprehensive concept from the ground up.
The mandate was to move beyond standard case studies and illustrate our creative range to a global video games publisher through the creation of original intellectual property. We aimed to disrupt the serious tone often found in competitive shooters by introducing a vibrant and chaotic universe. The objective was to demonstrate how strategic branding and campaign thinking can integrate with core game design principles to build a comprehensive concept from the ground up.
The mandate was to move beyond standard case studies and illustrate our creative range to a global video games publisher through the creation of original intellectual property. We aimed to disrupt the serious tone often found in competitive shooters by introducing a vibrant and chaotic universe. The objective was to demonstrate how strategic branding and campaign thinking can integrate with core game design principles to build a comprehensive concept from the ground up.
THE APPROACH
We developed a narrative and visual identity centered on the concept of deceptive innocence. The strategy involved crafting a Battle Royale environment where the adorable meets the macabre in a compact arena setting. We designed a gameplay experience for eight players that relies on environmental hazards and unexpected combat mechanics rather than pure firepower. The art direction utilizes a saturated color palette to create a stark contrast with the intense action and ensure the game commands attention in a crowded digital marketplace.
We developed a narrative and visual identity centered on the concept of deceptive innocence. The strategy involved crafting a Battle Royale environment where the adorable meets the macabre in a compact arena setting. We designed a gameplay experience for eight players that relies on environmental hazards and unexpected combat mechanics rather than pure firepower. The art direction utilizes a saturated color palette to create a stark contrast with the intense action and ensure the game commands attention in a crowded digital marketplace.
We developed a narrative and visual identity centered on the concept of deceptive innocence. The strategy involved crafting a Battle Royale environment where the adorable meets the macabre in a compact arena setting. We designed a gameplay experience for eight players that relies on environmental hazards and unexpected combat mechanics rather than pure firepower. The art direction utilizes a saturated color palette to create a stark contrast with the intense action and ensure the game commands attention in a crowded digital marketplace.
The Result
The concept stands as a fully realized universe where adorable character design belies a ruthless competitive edge. We delivered a cohesive product vision that merges the mechanics of a Battle Royale with an irreverent visual language. This distinct artistic direction demonstrates that radical stylistic shifts can breathe new life into established genres and transform a standard gaming experience into a unique cultural statement.
The concept stands as a fully realized universe where adorable character design belies a ruthless competitive edge. We delivered a cohesive product vision that merges the mechanics of a Battle Royale with an irreverent visual language. This distinct artistic direction demonstrates that radical stylistic shifts can breathe new life into established genres and transform a standard gaming experience into a unique cultural statement.
The concept stands as a fully realized universe where adorable character design belies a ruthless competitive edge. We delivered a cohesive product vision that merges the mechanics of a Battle Royale with an irreverent visual language. This distinct artistic direction demonstrates that radical stylistic shifts can breathe new life into established genres and transform a standard gaming experience into a unique cultural statement.
Creative Direction
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Art Direction
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Project Manager
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Account Director
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Paul Barbin
Antoine Énault
Noémie Lambertini
Franklin Cantegrel