The brief
Spring is going to Kickstarter where it needs to be presented in the best possible light so it can generate enough backers to become a viable product.
The main part of the advertising campaign is a website focused on the board game. The website needs to inform, inspire, excite and eventually convert to direct commitment once the Kickstarter page becomes live.
About the game
Spring is a group of rebels resisting a dystopian robot who eradicates all plants from our built environment. Only by working together, the members of Spring, can outsmart the mech and overgrow the city.
The game is an independent project with high production value that aims to appeal to curious and modern gamers who want something different.
The game is an independent project with high production value that aims to appeal to curious and modern gamers who want something different.
The idea
I proposed to lead with the independent spirit of the game and its publisher by involving the audience in the development process. The visual's aesthetic was of a product that is nearly done but also having the inner workings overlayed and alongside. This had to be balanced with the reassuring high production value of the visuals and the nearly finished components.
I covered and surrounded most of the animation photography and video I created with sketches and notes as if they were done by the game designer directly on the webpage.
The user experience strategy was built for the low attention span of the overcrowded board game market’s audience.
The parts of the website go into more and more detail the more the user scrolls down. On the top, we have the inspiring one-line teaser and a glimpse of the cover art, all the way to the full game rules video at the bottom of the page.
The result
A well-balanced and visually rich website, full of every kind of media, that puts the audience in the atmosphere of the game and gets them excited to become part of Spring.
On the top, I placed an atmospheric animation that is the quickest to consume and the one that intrigues without giving too much away. Following is an animated visualization of all of the game, its components and its box.
Next for the testimonials, I filmed a top-down video of a play-through as a way to present the interactive nature of the game and its table presence.
Further down the game’s base driving mechanisms are presented along with my photography of the gameplay.
Near the bottom, I filmed a straight-to-camera short rules video which is intercut with more component clips as well as an opening animation.
A short loop used as a header. The animation was created using 3ds Max, Trapcode particular and composited with the layered illustration in After Effects.
On the top I placed an atmospheric animation that is the quickest to consume and the one that intrigues without giving too much away.
The plant animation in 3ds Max.
An animated visualisation of all of the game, it’s components and it’s box.
A short loop of the game components and the box.
For the testimonials I created a top down video of a play-through as a way to present the interactive nature of the game and its table presence.
The game’s base driving mechanisms are presented along my photography of the gameplay.
I filmed a straight to camera short rules video which is intercut with more component clips as well as an opening animation.
Overall, I produced two 3d animations, one 2d animation, a photoshoot, a playthrough video session, and a short rules video. The game has generated a lot of interest they are nearly a thousand followers even before the game surfacing on Kickstarter.