Need for Speed Payback: Retail Campaign

During this project, I worked alongside colleagues to produce a point of sale retail campaign that focused on action driving. EA supplied game key art, textures and a brief to reflect one of the franchise’s new features – a 24-hour day-night cycle.

To achieve this, I created a concept that used the day (light) dust trail asset supplied to wrap around the printed materials and used the night (dark) dust trail asset for the interior. I then went on to create strong angles and cropped images to reinforce the dynamic movement of the racing.