CONCEPT/ART DIRECTION/DESIGN/
ILLUSTRATION/COPYWRITING – 2022
Shattered Heaven Digital Campaign
Shattered Heaven is a single-player deck-building game that marries the elements of digital card games and role-playing games (RPGs). Players make their way through the world collecting cards that dictate an interaction with another character or object; the cards themselves are modeled after the look of tarot cards.
With this campaign, I wanted to engage viewers by presenting one of these character interactions to the audience and give them choices that encourage them to visit the Steam page and wishlist the game. Each ad depicts a different character that visually aligns with the branding of Shattered Heaven alongside a description of an interaction the viewer is having with said character. As the primary goal of this campaign was to garner wishlists on Steam, these interactions all lead to a request from the character depicted to add the game to their Steam wishlist.
Despite the shift in theme it was important to match the tone presented in the game when it came to copywriting, which I worked to achieve using the same fantastical writing style used in the game itself. As for visuals, the characters themselves draw a modern audience as their archetypes are based around different types of gamers, whether that be the Wishlister, the Beta Tester, the Second-It-Releases Gamer, or The Streamer.
IMAGES BELOW
How can we drive more traffic to the SH Steam page?
PROBLEM TO SOLVE
Use a series of advertisements to engage viewers in a similar way to in-game interactions, thus giving them an example of the game’s functionality.
SOLUTION
Shattered Heaven is unique from other deck-builders as it incorporates RPG elements that directly interact with the user. To give the viewer a taste of what an in-game interaction would look like, I modeled each advertisement after the interaction/event screen that occurs when players encounter a new character or scenario. The visual style of the game features worn-looking tarot-style cards depicting the character or type of event. This style led to the conception of some new characters, each embodying the role of a different gamer stereotype.
These new characters include: The Wishlister, The Second-It-Releases Gamer, The Streamer, and The Beta-Tester. With the goal of the campaign in mind, I paired each of these characters with copywriting that urges the viewer to wishlist the game from the perspective of that character.
The depiction of these characters in conjunction with their copy helps to personally engage the viewer, offering a choice they may choose to make with the “right” or “better” choice being to visit the Steam page and wishlist the game.