JG: The gameplay pillars - jockeying clones, the quest for fame, and the spectacle of a futuristic high speed death race, translated directly into core elements of our visual identity. The creative positioning was key in defining our route: our creative had to sit in the nexus of sporting entertainment, lifestyle and games - where danger meets velocity.
In terms of look and feel, we knew from the outset that we wanted to infuse the creative with an entertainment lifestyle vibe - this is about the spectacle of a sporting event, rather than viewing this through the lens of a traditional game.
The best solutions are always the simplest - consumers need the immediacy of very direct messaging to cut through the daily barrage of competing visual noise. Our distinctive visual assets place the iconic character of the clone front and centre, the athletic hero of the piece, and the creative composition is clean, stark, slick, hard edged and futuristic, with one signature shade of almost neon red as a unique identifier.