In my role as Art Director, I had the fortunate opportunity to work with the wonderful teams at  WAR (We Are Royal) and Square Enix on this 360 campaign for the latest Final Fantasy XIV expansion, Dawntrail. To reinvigorate interest in FFXIV and increase brand awareness; we gravitated toward the themes of a new journey, a fun summer vacation, and the joy of exploration. Ultimately, we landed on a faux travel concept “TURAL WELCOMES YOU” inviting fans to visit the beautiful, magical, mostly safe world of fantasy. 

Drawing from the patterns, textures, colors, characters, and symbols of the game environment, we designed a robust toolkit with a cool collage-y look with motifs rooted in the various biomes of Tural. This toolkit served as a foundation that informed out-of-home, social, a website and a myriad of AV deliverables.