Company: Studio Qi-ni
Brand: Warner Brothers
Role: Design Director
- Brand Strategy
- Art Direction
- Design UX/UI
- Campaign and Marketing
- Animation
Project Overview
Leading up to the launch of the most anticipated fighting game of 2019, MK11. We were asked to assist Warner Brothers Games with its EMEA announcement campaign. The goal to elevate MK’s entertainment value and make MK11 the most relevant MK ever!
Challenge - How to best spend across digital channels, whilst also considering channel-specific violence restrictions?
With a detailed understanding of the violence guidelines across media networks, we decided to embrace censorship and create the most “self-censored” campaign of all-time. Developing a moving pixelated visual treatment, that both showcased the Mortal Kombat brand attitude and its rich heritage in exaggerated gore. Sharing the gore trailer, whilst abiding with regulations and leaving fans wanting to see more.
Original announcement trailer with all its gore which needed censoring for multi-channel distribution
Original announcement trailer with all its gore which needed censoring for multi-channel distribution
Creative exploration
Experimenting with channel-specific visual treatments, we explored the use of custom made animated emojis, channel-specific gifs, and censorship stickers to hide blood and violence
The final route being, strategically placing motion pixelation across key gore trailer footage. We created a censored social campaign that showcased short edits, revealing enough to satisfy fans at launch, whilst driving them to the game website to watch the full uncensored version in all its gore and glory.
Pixelation and censorship stickers explored.
Pixelation and censorship stickers explored.
Example of the censored video asset which was shared across specific social channels for the announcement of the new game. We used motion pixelation to remove blood and guts and created short high-impact edits.
Example of the censored video which was shared across specific social channels for the announcement the new game. We used motion pixelation to remove blood and guts and created short high-impact edits.
Social channel ads clicked through to an MK11 website where users could see the full trailer in all its glory, fully uncensored.
Social channel ads clicked through to a MK11 website where users could see the full trailer in all its glory, fully uncensored.
UK centric social tactics we used reactively pre-Christmas. A paid social campaign, to extend the life of the announce trailer to keep fans engaged.
UK centric social tactics we used reactively pre-Christmas. A paid social campaign, to extend the life of the announce trailer to keep fans engaged.
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Get in touch
If you would like to know more, work with me or just meet me in person feel free to send email or message on any of my social media profiles.
Connect with me
E - yusuf@houseofhoosain.co
M - 079 0306 8195
L - Linkedin
I - Instagram