Chris: The new
poster, that will be showcased at G-Fest 2007, has
somewhat of a darker, edgier look when compared to
the artwork done for the past two games. Is this a
reflection of the game itself and is Atari/Pipeworks
looking to move away from the “campiness”
that the Godzilla series has been known for outside
of the fandom?
This poster is the first of many
creative pieces that we will be designing for the game – from
the package to print advertisements to TV commercials.
When planning the creative look for this campaign,
we tried to really nail the essence of Godzilla. We
spent lots of time talking to Godzilla fans as well
as more casual gamers, trying to learn more about
peoples’ visual expectations for a Godzilla
game. I think the most interesting thing I learned
is that everyone loves Godzilla and knows that he
means business! We also worked very closely with
the Pipeworks to insure that the campaign fits closely
with the game itself and speaks to its strengths.
Chris: What was the inspiration behind the design
of the poster artwork?
First and foremost we were inspired by the word “destruction”.
Godzilla the monster, the video game Godzilla:
Unleashed, and the entire giant monster genre
are all about kick-ass destruction and we really tried
to capture this in our creative direction. We also
drew inspiration from the Japanese flag, urban environments,
and of course the other monsters in the Godzilla universe.
Chris: What can fans expect to look forward to
at G-Fest with Godzilla: Unleashed?
We plan on having this poster at G-Fest as a give-away
as well as an early look at the video trailer for
the game.
Chris: How will the tone of the game play into
future promotions such as TV/print/web advertisements?
As I mentioned earlier, this new creative direction
will be consistent across all communications for the
game. Expect to see more of this in print, online
and on TV.
Chris: What was Toho’s reaction to taking
a slightly different approach to the game compared
to previous ones?
Working with Toho has been absolutely
great. I think they appreciate our efforts to bring
Godzilla back and have been very supportive of our
creative direction, both in the game and the advertising.
I’m definitely
learning quite a bit about the Godzilla universe and
enjoy getting the inside scoop and nuances of each
monster.
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