Project Description

Game Over

Every Christmas, the government rolls out its latest drink-driving campaign, each one more shocking and graphic than the last.

I was commissioned to create a drink-driving billboard campaign aimed at 17 to 24-year olds, with the short and sweet brief:

“Show me something I’ve never seen before.”

No pressure.

Okay, forget graphic imagery – to get the message across to this particular audience, I needed to talk to them in their language, in a visual style they’d recognise, using their cultural references.

At the time, there was no bigger phenomenon than Grand Theft Auto. In case you’ve been living under a rock, GTA is a videogame where you’re free to do drive around a virtual city, causing as much mayhem as possible, with no real consequence to your actions.

What if I turned that idea on its head? What if there were repercussions?

Game_Over_sketchbook

The visual style needed to mirror the games. Back in the PS2 days, that meant low polygon models and blurry textures.

A blessing in disguise, as the crudity would mask my own inexperience – this was my first experience of art directing in a virtual environment.

Here are a couple of early test renders.

Game_Over_test_render_1

Game_Over_test_render_2

Not too bad, but a bit flat and lacking in atmosphere. I wanted to get more of the neon glow from GTA: Vice City in there, so I added a bit of atmospheric lighting.

Game_Over_test_render_3

Once I was happy with the positioning of the models and camera, I created the final artwork.

It. Took. A. Long. Time. To. Render.

About 37 hours if I remember rightly. A day-and-a-half of being absolutely terrified of going anywhere near the Mac in case it crashed.

I added the campaign messaging in the game’s signature font, and a videogame-inspired call to action.

Game_Over_Poster

The campaign was really well received and was used by several other local authorities across the country.

Game_Over_Billboard