Period: Feb 2012 – January 2013
Subject: Hero artwork, packaging and digital ads
This was a challenging project as it involved the creation of hero artwork for one of the most iconic entertainment brands in the World. It was an open brief with the understanding that there would be multiple levels of approval from various stakeholders, not least Fox themselves.
Our Task Was
Sega required a key visual for the main packaging which could also be used as the main graphic for the overall launch. In addition, they asked for an interesting and relevant special edition pack that would sit around a resin figure of a Colonial Marine battling an Alien. This led on to creation of various digital banners ads for the launch.
What We’ve Done
The initial phase of work centred around the creation of the hero ‘Alien’ image and associated marines before moving on to pack and then print and digital ad creation. The multiple stakeholders meant that approvals could take some time and various changes, often conflicting, were needed.
Sega’s brief requested that we then create a special pack around a resin statue that had been previously created and gave us a target budget for the production of the remaining special pack contents. The concept we had for the outer wrap involved a swarm of Aliens trying to attack the lone Marine inside the box. Once that semi-transparent O-sleeve is removed the cardboard reveals the metal flooring and panels of a spaceship or colony. The internal contents were themed around an information back notionally issued to a recruit in the Colonial Marines, with despatch orders, a schematic of the main ship and unit patches that could be sewn onto clothing. All were created from scratch by An.X.
- Creation of iconic hero image
- Sourcing and management of CG render teams
- Special Edition pack creation
- Trade print advertising
- Consumer digital banner advertising
- Artwork for trade shows
There were some very specific directions we could or could not take on this project given the history and specific look and feel that had been developed over the years. Clearly the key art needed to heavily feature the Alien itself as well as convey a sense of tension between it and the main characters.
Tonally, cool blues and blacks were necessary to reflect the iciness of space and the sci-fi setting. We also needed to set up the design so that it could be used in both portrait and landscape form. We sketched up a selection of approaches before settling on one and commissioning a CG render. As you can see, the end result is very striking.
This iconic pack was actually one of the three concepts we proposed in the initial pitch. The license holders and developers requested a different direction for some months before determining that the initial idea was the most striking and relevant.