Deep Silver develops interactive games for all platforms. The Deep Silver label aims to captivate all gamers who have a passion for state-of-the-art gameplay in exciting game worlds. Deep Silver acquired NASCAR as their new video game franchise and had to make it blend with its brand. NASCAR with its already powerful brand association, still needed the right push to be a part of Deep Silver. Deep Silver wanted to offer the best NASCAR experience and include new proprietary game features without compromising quality.
I worked to package the energy, passion, and personality of NASCAR legend Tony Stewart and hit fans between the eyes with a simple invitation: Ride with me. Every touchpoint radiated Tony’s personality. I proposed a redesign of the packaging to prominently feature a moody portrait of Tony Stewart heroizing the game from the onset. Then following the approval of the art direction I worked with our production team to develop a TV spot featuring teasers to product demos. This nailed the authentic internal voice of a real-life NASCAR driver.The TV spot debuted during the Daytona 500 and was instantly a hit with fans as well as Tony’s sponsor, Bass Pro Shop. Who later ran the spot in all of their locations.