EA Skate

Creative Development

February 2007

Allen & Overy Graduate 2008

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EA Skate


Brief : Develop branding, layouts and creative concepts for a community site centred around the launch of EA Game's new PS3 skateboarding game EA Skate. In addition the site (and game itself) was to popularise and promote the advent of 'street-skating'. 'Street-skating' is skateboarding using found objects - such as ramps, benches, rails and walls - rather than bespoke skate-parks with half-pipes and features. Central to this concept was a series of 'real' events around the UK, creating 'Street-skating' furniture and 'urban areas' at a number of Festivals and gatherings throughout Europe in 2007. (e.g. Glastonbury, Big Chill, Bestival, Latitude in the UK, and festivals such as Rosskilde, Electric Picnic and Sonar in Denmark, Ireland and Spain respectively).

Overview : The creative concept provided users with ability to upload and edit video of their skate-boarding 'tricks' - adding approved EA Skate music tracks in the process. These video segments could be either 'real' skate-boarding moments or using the new 'camera' feature from the EA Skate game - thus 'filming' exclusive 'in-game rides' and saving them out direct to the site from the console.

In addition users could post 'secret skate spots' around the UK & Europe via a Google-maps "mash-up" - and share tips and secrets about both the game and 'real' street-skating.

Results :In the end budgetary constraints in the European regions meant the project never got beyond concept and a far more low-key launch was implemented on the EA European site (rather than have a bespoke property for EA Skate) The events were also similarly cancelled due to budgetary constraints.

Credits :Senior Designer / Creative Director

 

 

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