A great campaign to work on and one of my first in a more directorial role where I was responsible for every creative asset produced. This included campaign conception, branding, logo, several pieces of artwork, cinematic trailer, game play trailer, a live action BTS filmed in Morocco, marketing assets, a website, an ARG and so much more. 

Menaphos was a large game expansion added to RuneScape in 2017. The update had a big Arabic theme which we wanted to carry across all assets created, including a logo, a featured website, email campaigns and more. 

We also wanted to get across the sense of epic adventure that this game update offered - this was our 'summer blockbuster'. For the key art, I drew inspiration from an artist called Drew Struzan who is famous for producing amazing movie posters that usually consist of a collage of the main cast. You will recognise his work on Indiana Jones, Stars Wars, Blade Runner, Harry Potter, and many more.

I directed the design of the Menaphos logo, which was a challenging but incredibly rewarding project. The overall direction we set out to achieve was to combine the character and flair of an Arabic themed alphabet and combine this with a more contemporary, easier to read font. The designer who worked on this done a tremendous job and end result looked amazing!

Working alongside a scriptwriter, we conceived an interesting idea for our teaser trailer. We knew we wanted to feature the Pharaoh character, the main protagonist for the game update. The idea revolved around him believing that he had been a fair and just ruler, only for the visuals to tell a different story. We had a tight budget so I conceived the idea to capture this in essentially one scene. As the scene slowly plans away from our villain, you start to realise everything is not as he believes. We start to see him surrounded by corrupt politicians, poor beggars and people out to kill him. This also served as visual representation of his own paranoia.

Flashbacks offered glimpses into a dark magical corruption running throughout the city, and gave us the perfect place to hide Easter eggs. Within the trailer we hid one of the first clues for an ARG called 'The Golden Path', leading eagle eyed players on a journey of discovery prior to the updates release.

Possibly one of the most exciting things I've worked on. One of my team pitched the concept of filming a 4 part behind the scenes video series in a location that was akin to the game's setting. We flew out to Morocco to film on location at the beautiful Aït Benhaddou, where I oversaw the production.

I also gave creative direction for the opening animated sequence for the video series, tied in to the theme of 'The gates are opening'.