increasing brand awareness with a "viral" game

Client:  AFEXA - COLD-FX       Project Date:  2011
About the Project
Our COLD-FX client wanted to increase their Facebook following and brand awareness by creating a flash based Facebook game. Our concept was that you play as the virus, trying to navigate through the body while keeping one step ahead of the all mighty COLD-FX. This puzzle like game gets progressively harder as you venture deeper into the body, unlocking new characters as you go. Unfortunately the client had to cancel the project just before launch, but it was still a really fun game to work on nonetheless.
My Role
ART DIRECTION / UX / illustration
I was the creative lead for the game. I created all the concept visuals, character design and level illustrations. I also worked with the team to create the background story and the game play functionality. Once development started, I worked with the dev team to ensure the game play experience was good, and I helped with testing.
About the Project

Our COLD-FX client wanted to increase their Facebook following and brand awareness by creating a flash based Facebook game. Our concept was that you play as the virus, trying to navigate through the body while keeping one step ahead of the all mighty COLD-FX. This puzzle like game gets progressively harder as you venture deeper into the body, unlocking new characters as you go. Unfortunately the client had to cancel the project just before launch, but it was still a really fun game to work on nonetheless. 

My Role

ART DIRECTION / UX / illustration   
I was the creative lead for the game. I created all the concept visuals, character design and level illustrations. I also worked with the team to create the background story and the game play functionality. Once development started, I worked with the dev team to ensure the game play experience was good, and I helped with testing.

ANGRY GERMS

When we first started working on the game, Angry Birds was really popular and our client REALLY wanted to create an experience with this type of game play. So, we created an interface where you played as the virus. You had a limited amount of time to fling the virus throughout the body, surpassing progressively more difficult obstacles, until you reached an "exit vein" which would bring you to the next level.

The screenshot below is an instruction screen that appears before Level 1
All the character and level illustrations below are my own.

As the user progressed through the levels, they would unlock more characters

Below is a screenshot showing how different virus characters could be used to surpass obstacles

The game was going to be BETA tested with 10 levels to start, with a plan to expand if the campaign was successful

Users could browse through the viruses they could use throughout the game and see their strengths and weaknesses.

There was also a plan to have a "create your own virus" builder that the user could unlock after reaching an advanced level

the story is important

We created a compelling story to stage the game. The user played as a virus that would try and infiltrate the body and stay one step ahead of the all-mighty COLD-FX. The COLD-FX mascot was the "villain" that would strengthen the immune system when the user lost their turn and was defeated. 

We created an intro animation sequence to set the scene

We also created a "game is over" animation sequence, followed by a link to get a COLD-FX product coupon

planning is key

In the early stages of the project, I spent a lot of time sketching out ideas for characters and levels. Because parts of the game were animated, I also had to create character design sheets showing the different states of the viruses when they were doing things like flying through the air, colliding with objects etc.

Some of my initial level concepts showing how the player would travel through the heart, lungs and nasal passages.

Some early sketches drawn when we were first conceiving the game.

Even though the campaign never launched, I learned invaluable skills while working on this project. The amount of work, detail and testing that goes into creating a functioning game was unbelievable. Needless to say, everyone on our team and the client side loved testing the end product.

related works

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