The Creative

Typography was central to the creative and several treatments of type and motion styling had weighted use across different parts of the campaign. For instance the logo and core alliance of brands used a ‘glass shatter’ effect symbolising the Rise of the Rebellion. ‘Focus hunting’ type where a crosshair would blur text out of the sights was used across social to symbolise the search for the latest in gaming talent. Glitch type and UI elements were used more flexibly across each stage of the campaign for added cohesion.