Branding and visually explaining Recoil was quite a challenge due to the fact it was revolutionizing laser tag but management didn't want to mention laser tag. So we made it look like a videogame that you could play in the real-world. Creating the visual language for Recoil was a great challenge especially the main lifestyle which my creative driector and I created poses for an illustrator who sort of kit-bashed illustrations of our space marine characters. I had done many key art packages for gun related toys and understood the way of making them look engaged without looking too aggressive. We did do TV spots and supported it with social media as well as a giant activation at Comic-Con in San Diego where famous people and volunteers got a chance at a battle royale in our urban neighborhood inspired arena.
The designs of the guns themselves was very important and deliberated on for months while I was able to create deco options for the various guns. Deco is another option for being creative in a purely stylistic way, which is fun. I was also very excited to be able to work on the app design and help with the user interface. The 3D rendering of the products was the cherry on top of this project and I was so happy with how they came out.
The Starter Set was a key driver because the game requires a hub to host the game. The directive was to portray intensity and precision at a sophisticated level, similar to the look of a high-end videogame. After developing the brand architecture and settling on some poses for the key art, we had an agency illustrate modern day special ops characters that could be clearly seen but not compete with the product itself. We included a beauty shot of the product to make the value proposition crystal clear with the customer.
RECOIL is a first of its kind first-person shooter brought to life! There is different weapons each having specific abilities and limitations. Utilizing the power of a smartphone and a well designed app allowed for health meters, reloading, respawning, grenades, air strikes, all with quality sound effects and spatial resonance through use of binaural sound technology.
