Capturing the next generation of console gaming
CLIENT: ELGATO, 2022
AGENCY: SMAL
ROLE: CREATIVE DIRECTOR, CONCEPT + ART DIRECTION, VISUAL DESIGN + UI/UX
AWARDS: German Design Award 2023 - Special Mention in Excellent Communications Design - Web
THE STORY
Empowering gamers to unleash their creative potential: visual art for a new generation of video capture.
As a long-term creative partner, I was approached with the task of introducing the newest addition to their capture card product range for gaming content creators, designed to record phenomenal quality gameplay from the PlayStation 5 and the latest consoles.
Working closely with the Elgato team, my team and I designed and developed a sleek web page that illustrates the product innovation together with a visually stunning launch trailer that pays homage to the limitless creative possibilities for next-gen gamers and content creators.
Demystifying the technology
Building the communication and storyline around the new capture card was not an easy thing to do.
With key features such as "Variable Refresh Rate", "4K60 HDR10 Passthrough" or "HEVC Encoding", the first obvious step of our implication was to think about how to translate, visualize and simplify the messaging to make it more approachable and easy to understand its benefits.
Building up the visual story
During the exploration phase, our main goal was to identify ways to showcase the product's next-generation qualities, such as sharpness, vividness, smoothness and high resolution.
We explored different styles and techniques to highlight the product's qualities in combination with current games, resulting in impressive and cutting-edge visual results.
Painting with gameplay
The exploration process helped us weave our ideas together and bring the idea of painting with gameplay to life. The "X" serves as a bold, recurring central element and builds on the concept of prisms and frames. It complements the product design and inspires the audience to make the desired connection between product and function.
In just one minute, we move from high-definition gameplay to abstract visual art to illustrate the story of limitless creative potential.
Capturing emotion
Sharing gaming content also means sharing emotions: Excitement, fear, happiness, outbursts of anger, or tears of joy - whatever those may be, the creator is sharing to their audience intense personal reactions while playing.
Showcasing the different emotions of players and streamers has helped close the gap between the product and experience.
Exciting the audience
Driven by sophisticated art direction, the HD60 X launch showcases the creative potential that the powerful capture card offers to next-gen gamers and their audiences.
To bring the HD60 X to life, my team and I supported Elgato throughout the entire process: from the design of the product itself to the creation of a website and visual assets like the trailer. We worked hard to shape and showcase an innovative product by working hand in hand with the UI/UX designers, coders, CG artists, photographers, and clients.
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