SQUARE ENIX: FINAL FANTASY XIV ONLINE CAMPAIGN
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Role: Creative Direction / Art Direction / Design / Live Action Art Direction
Client: SQUARE ENIX
Produced by: WE ARE ROYALE
FINAL FANTASY XIV ONLINE CAMPAIGN: STREAMING
THE ASK
This Final Fantasy XIV Online campaign was created in collaboration with Square Enix and We Are Royale. The need was to craft a campaign that draws and propels conversion for FFXIV Online’s new free trial. It was also a request to take on a lighthearted tone to highlight the value of the trial. The aim was to connect with and engage as many free trial players as possible, as players are able to get to level 60 with hundreds of hours of gameplay along with A Realm Reborn and Heavenward expansions.
CONCEPT & STRATEGY
Knowing that Final Fantasy XIV is known for the visuals and a layered story, the strategy was to build the campaign on two key messages: the new and improved free trial and the captivating qualities of the game. Based on all of this, we took on a comedic approach to compare the expansive trial of FFXIV Online to free trials that fall far short of being epic. Final Fantasy XIV Online is the free trial you’ve always wanted.
FINAL FANTASY XIV ONLINE CAMPAIGN: FREE BOX
THE BLACK MAGE’S MAGIC
Along with making sure the costume was true to the in-game character, visualizing how to interpret, elevate, and represent the Black Mage’s magic was one of my many assignments. Using elements that the lead compositor created, I designed and established how the magic around the staff would look. The team then recreated, animated, and integrated the magic within the shot.
FINAL FANTASY XIV ONLINE CAMPAIGN: GYM
MY ROLE
As scripts were being written, I dove in to help direct and manage the project. I was involved with casting, selected props, and curated wardrobe selections. Alongside Brien Holman, the director and executive creative director of We Are Royale, I kept a close eye on the overall visual tone of our shots and ensured that we captured what we needed for our post-production process while on set. In post-production, I directed the process, created decks and presentations for the team at Square Enix, was involved in the editing process, and headed the design and animation team. We created props, pamphlets, social assets, and graphics for each commercial. Working closely with the CG and comp leads, I art-directed the integration of VFX. As a team, we created magic, added a fantastical treatment to the FFXIV characters, and replaced weapons and full suits of armor with CG. Every detail needed to be accurate. I worked with the sound design team and looked over color sessions to help enhance the spots further.
THE END PRODUCT:
The process took us through building a sauna, costumes, the live-action shoot, working with a dog actor, and CG integration. This campaign also included a powerful Black Mage, a long-haired Dragoon, and a badass Dark Knight. We delivered three sets of :30, :15, and :6 second spots with social assets and a series of web banners. Soon after, Square Enix surpassed 22 million players and PS5 gamers were excited for the beta to drop. All in all, the process in itself was an adventure, epic, and expansive just like the campaign’s free trial.