Directing and designing the STUDIO companion app for NEED FOR SPEED HEAT was a blast. The challenge was oh so real, but seeing it become a hit and enhancing players’ gaming experience made it all worthwhile.

THE ASK

Revitalizing a 25-year-old franchise for fans with high expectations required finding a context that appeals to both long-time enthusiasts and the new generation of gamers in a modern and versatile manner.

THE PROJECT

For 10 weeks leading up to the game launch, the community customized and collected their favorite rides in weekly car drops. These creations were integrated into the game, letting players hit the streets in style at launch. An innovative AR mode brought the cars to life, allowing players to experience their creations in any real-world setting.

THE RESULT

The app was downloaded over 2M times with users spending over 24 minutes a day in the app. Before launch, car fanatics designed over 5M+ unique creations, ultimately receiving over 57M+ views. We engaged millions of fans, turning them into co-creators and let them be part of something truly personal.

In the end, we engaged millions of fans, turning them into co-creators and let them be part of something truly personal and that is truly awesome.

THE GALLERY