INDUSTRY:
Gaming
CLIENT:
Aristocrat Interactive
YEAR:
2022
EXPERIENCE:
Art Direction
SECRET OF THE QUEEN
about.
This project introduces a new Ancient Egyptian–themed concept centered around a powerful Queen character, created to promote the “Secrets of” games within the Legendary Jackpot brand. The theme reinforces the brand promise through rich visual storytelling, setting clear expectations for players while establishing a strong, recognisable identity. Designed to expand the brand ecosystem, the concept aims to attract new players and deepen engagement across the Legendary Jackpot portfolio.
During pre-production, research focused on Ancient Egyptian queens, temples, symbols, and treasures to inform the concept and mood boards. Following several stakeholder reviews and discussions, a clear creative direction was agreed, allowing the project to move into visual development.
challenge.
The key challenge was making the Queen feel alive poised and powerful, ready to unleash her magic at any moment. A range of animation styles from both competitors and other games was explored to determine the level of movement that would feel impactful yet practical for gameplay. Balancing visual flair with cost and delivery timelines, a low-level animation approach was agreed upon. During pre-production, storyboards and animation mockups were created to test motion and timing, ensuring a seamless flow. Alongside this, sketches and a distinct, memorable color palette were developed to make the Queen stand out in the game world.
result.
The Queen character brought the Ancient Egyptian theme vividly to life, creating a memorable and visually striking presence. With a distinctive color palette and cohesive design, the character boosted player engagement, reinforced the game’s brand identity, and delivered a more immersive, captivating experience.
