Electronic Arts Need For Speed Undercover

Interactive Advertising Campaign

Role: Art Direction, Motion Design, UI Design, Development

The Need for Speed series is a hugely popular racing franchise from Electronic Arts. The only franchise larger in EA’s portfolio is The Sims. To announce the launch of Need for Speed Undercover EA released a teaser video a few days before launch that revealed several plot details. In addition we ran a teaser campaign online. These teasers were followed by a second phase of more traditional launch ads with the game logo, game footage, screen captures and details on several characters. Because the video game was designed to feel like a feature film, the ads combine the appeal of the great racing franchise with a cinematic aesthetic.

According to EA, Need for Speed Undercover has sold over 1.4 million copies1.